An interesting new study conducted by the Center for Marketing Research at the University of Massachusetts on social media adoption among higher education institutions has shown colleges and universities are rapidly catching up to other industries in terms of adoption rates.
Sixty-one percent of the respondents in 2007-2008 reported they used at least one form of social media. One year later, 85% of college admissions offices were using at least one form of social media. In 2009-2010 that number rose to 95% and in the latest study, 100% of colleges and universities studied are using some form of social media. Usage continues to rise for the most popular tools, but adoption of others has leveled off or fallen.
However, while usage is up, institutions have been slower to put actual policies in place, which is undoubtedly a cause for concern:
One cautionary note has to do with having a blogging or social media policy that defines what is acceptable via the institutions’ online communications. Forty-four percent (up from 32% last year) have such a policy in place for their staff or students who engage in online conversation as it relates to the school.
What about your school? Which networks are you using and why? Do you have a social media policy in place? Does your institution centralize engagement or utilize the hub and spokes?