Colleges with many Twitter followers don’t always engage

By Lauren Williams. Colleges and universities with the most Twitter activity are missing out on engaging prospective students via the platform, according to new research from Brandwatch, a social media monitoring and analytics firm. The analysis used a Thomson Reuters list of the top 10 U.S. university mentions on Twitter from January 31 through March 31. The big finding: The main Twitter handles of these schools were used mostly for broadcasting university-specific and industry news, according to the research. More...