Social Media and the College Search Process

The Chronicle of Higher Education highlights a recent study by the Art & Science Group studentPOLL which focuses on the use of social media in the college search process. Several highlights follow:

• Students were asked what social media sites they follow on a regular basis and more than three quarters reported that Facebook is the social media site they follow or visit often followed by YouTube (60%), Twitter (32%) and Tumblr (19%).
• 44% of the students surveyed reported using social networking sites to gather impressions and information about colleges.
• Students rely more heavily on social media to gather impressions about the social environment and kinds of students who attend a college rather than the academic quality or prestige of an institution.

The findings conclude that the "traditional communication tools" used by colleges and universities such as institutional web sites and contact with college admissions officers continue to demonstrate higher informational value and content in the college search process.

The college search process is an investment in a successful trajectory on both a personal and professional level. Multiple sources of information about colleges and universities provide valuable information throughout the college search process. Yet the sense of "fit" on a college or university campus is best experienced during a campus visit. The real environment and sense of place and community need to be experienced.