These days, it’s not uncommon for a university to have at least a Facebook page, a Twitter handle, and a YouTube account – maybe even a Pinterest page and a Tumblr, too. But a recent survey shows that for recruiting purposes, the number of social media accounts might not be nearly as important as what colleges and universities do with the technology.
About two-thirds of high school students use social media to research colleges, and more than one-third of those students use social media to help decide where to enroll, according to a survey conducted by Zinch, an online scholarship- and school-matching service run by Chegg, and Inigral, a tech company that focuses on student engagement online.
Of the more than 7,000 students surveyed, nearly three-quarters said they check Facebook at least once per day, while more than half never use Twitter, the next-most-visited network. Pinterest, Tumblr, and Instagram were even less popular. A study published in The Journal of College Admission that looked at the top 100 colleges and universities, as ranked by U.S. News & World Report, found that universities use an average of 3.7 social networks, with one university using as many as seven different sites.
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