Last week, Michael Stoner and Cheryl Slover-Linett, the managing partner of Slover Linett Strategies, presented the high-level results of a study they conducted on the use of social media among higher ed marketing types. Michael shares some background on the study, and a PDF of the results, on his blog. InsideHigherEd.com also reported on some of the findings, which were shared last week at the CASE Annual Assembly in New York. About 1,000 CASE members completed the survey.
Among the findings:
- Facebook is tops. This is probably no surprise to anyone. Ninety-four percent of respondents reported their their organizations have a presence on Facebook.
- Multiple media. Most respondents reported using multiple forms of social media. After Facebook, the most popular tools are Twitter (67 percent), LinkedIn (61 percent) and YouTube (59 percent).
- Engage and build the brand. The top reasons cited for using social media were to “Engage alumni,” “Create, sustain, and improve brand image” and “Increase awareness/advocacy/rankings.”
- Social media success. Most respondents perceived their use of social media positively, gauging it as either “somewhat successful” (64 percent) or “very successful” (20 percent). Only 11 percent said their social media efforts were “not very successful” and 2 percent “not at all successful.”
There’s much more to come from this survey. Michael indicates that he plans to publish a white paper pulling from the results sometime this fall, and to present a webinar with InsideHigherEd.com. So stay tuned.