“These findings suggest that while social media does have an increasing role to play in college consideration and choice, resources and time invested in social media should not be at the expense of other more important marketing and communications tools such as the web and campus visit,” the study said.
“Clearly, student blogs and other social media that provide students a greater sense of the social environment, student body, and the culture of the campus are important in helping students determine whether a school is the right fit or choice for them.”
The Art & Science Group report comes just weeks after the 2013 E-Expectations Report, conducted by Noel-Levitz, OmniUpdate, CollegeWeekLive, and NRCCUApercent, showed that 67 of the respondents said they still use Facebook, a drop of 12 percentage points from last year.
An even larger drop was found in the percentage of respondents who said they use YouTube. In 2012, 62 percent of students said they used the video site. This year, that percentage fell to 32 percent.
- Research: Social media has negative impact on academic performance - April 2, 2020
- Number 1: Social media has negative impact on academic performance - December 31, 2014
- 6 reasons campus networks must change - September 30, 2014