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, Mashable reports. 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…

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