Fish Where the Fish Are: Higher-Ed Embraces New Communications Tools to Recruit the Wired Generation

This study is the 4 iteration of a longitudinal look at the familiarity, usage, and attitudes towards social media at four-year accredited US colleges and universities. The results show that schools are increasingly making use of social media tools to research and recruit students and to monitor online conversation about their institutions. The findings are based on 478 interviews with college admissions officers or those handling a school’s social media program. There is continued evidence of enthusiasm and eagerness to embrace these new communication tools as well as evidence that these powerful tools are being utilized more effectively each year.

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