Social media should be a key component of higher education institutions’ minority recruitment strategies, according to a new report.

A survey of 5,580 college-bound students reveals that underrepresented student groups are more likely than their counterparts to rely on social media such as Facebook, Snapchat, and Instagram to learn about colleges.

These student groups are also more likely to interact with colleges and universities on social media throughout their college search, according to the survey by Royall & Company, a division of EAB.

The survey found that underrepresented students were more likely to initially learn about a school on social media than their counterparts.

“Social media continues to play an important role in college-bound students’ lives, and the college search process is no exception, especially with first-generation, low-income, and minority students,” said Pamela Kiecker Royall, Ph.D., head of research at Royall & Company.

(Next page: How does social media serve underrepresented students?)


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