By Pam Russell. Institutions See Value of Social Media as a Strategic Tool. Schools, colleges and universities worldwide are increasingly using social media in campaigns to raise funds and steward current and potential donors and to connect more often with current students, prospective students, parents, faculty and staff. The fourth annual
CASE/Huron Education/mStoner social media survey, conducted in February and March of 2013, asked advancement professionals at education institutions about their use of social media. More than 1,000 respondents provided feedback on the tools they are using, how they use them, challenges they face and what they expect as return on investment. Facebook continues to be the most popular platform with 96 percent of respondents using it versus 82 percent on Twitter, 75 percent on LinkedIn and 71 percent on YouTube. However, the use of platforms other than Facebook, Twitter, LinkedIn and YouTube has decreased as compared with results from the 2012 survey—blog and Flickr use have both declined by 13 percent. The decrease in use of other platforms is due to an increased focus on strategy and an intentional approach to the investment of resources in new channels.
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