Social media use by universities has become ubiquitous. When earlier this year, researchers from the University of Massachusetts at Dartmouth asked a representative sample of U.S. schools whether they use some social media, 100% of them said they did. Four years ago, just 61% of them said the same.
Facebook is the most prevalent social media tool in higher education — 98% of the universities in the study said they had a presence there.
“Prospective students, parents, current students, alumni — one common area in which they are all present in one way or another is on Facebook,” says Kevin Morrow, the executive director of public affairs at Syracuse University.
For this and other reasons, schools are pretty much unanimous in their use of Facebook. How they’re using the tool, however, varies greatly.
“The book hasn’t been written,” says Michael Kaltenmark, director of web marketing and communications at Butler. “We’re still figuring it out on a daily basis.”