Universities failing to exploit social media

By Karen MacGregor. The United Kingdom's 10 top-ranked universities have a combined total of more than 400,000 followers on Twitter, according to new research – but they are failing to engage with potential students and “stand out from the crowd through social media”. Twitter followers represent a massive potential recruitment pool, but none of the top 10 universities “is sending out more than four tweets a day, let alone directly engaging with their followers”, said Brandwatch, a social media analytics company. Read more...