Only slightly more than two-thirds (36 percent) of presidents at minority-serving institutions (MSIs) use Twitter, compared to 55 percent of all college and university presidents–and they’re missing out on a big opportunity, according to new research.
Of that MSI group, most don’t post or tweet regularly, meaning they miss chances to connect with current and prospective students, as well as stakeholders and supporters, according to Presidential Engagement of Students at Minority Serving Institutions, which gauges how MSI leaders can use social media to connect with and engage students.
The report comes from the Penn Center for Minority Serving Institutions, and its leader profiles and social media suggestions aren’t necessarily limited to MSI presidents.
“As the student demographics shifts to a more a technologically savvy (and dependent) student population, presidents must also shift in their engagement of social media,” the authors write. “As presidents aim to prioritize authentic relationships with students and cultivate communities on their campuses, many presidents have used social media to better engage with their students.”