How important is social media for the college purchasing decision?
Reported by Inside Higher Ed, a recent EAB study has shown a significant leap in the importance of social media for college discovery in the last two years, with the percentage of students saying they “discovered” a college on social media growing from 19.2% in 2017 to 25.8% in 2019.
The takeaway? With all of the data, security, and privacy concerns of the major social networks noted, it’s hard to ignore the reported importance of this space for introducing our institutions to new prospects, especially those outside our 25-mile known radius. So, while we absolutely must prioritize building audiences on our owned channels, let’s also use these leased ones to their full extent, and meet our future students where they are.
May you continue to fight the good enrollment growth fight at your institution today, and we’ll see you again tomorrow.
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