Online Social Media Use Sharply on the Rise in College Admissions for 2010

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New College Admissions Study Explores the Importance of Social Media in College Recruiting.

College admission offices are turning to social media more than ever

The skyrocketing use of online social media has now extended to college admission offices, with 62% of colleges planning to dedicate more resources to social media, according to a study released Monday by Cappex.com. In addition, nearly half (47%) of college admission departments view social media as important or critically important in their recruitment efforts.

The 2010 Social Media and College Admissions study was conducted in January by Cappex.com, a college search website, and polled 170 college admission officials in both public and private institutions ranging from 56 to 40,000 undergraduates. The study revealed six key findings relevant to colleges currently using or considering social media in student recruitment.

“College admission offices are turning to social media more than ever,” said Chris Long, president of Cappex.com. “Admission offices are realizing the importance of including social media in their recruitment efforts to ensure that they connect with students in an authentic way and in an environment that students prefer.”

“It is about accessibility and authenticity,” an admission officer from a private college said in the study. “Students are able to learn more about the college while also connecting with current students in a genuine and personal way.”

While use of social media in admissions is on the rise, it has not yet surpassed traditional recruiting methods. College fairs and traditional student search mailings continue to take priority in recruitment efforts, the study reported.

Facebook emerged from the study as the social media tool most frequently used by admission offices, with 66% using it on a regular basis. Most admission offices gravitate toward Facebook fan pages because of the site’s overwhelming popularity among prospective students.

A free PDF download of the complete study can be found at http://www.cappex.com/media/EstablishingABenchmarkForSocialMediaUse.pdf

About Cappex.com
Cappex.com is a comprehensive college search and scholarship portal that helps students and parents make college decisions. In addition to college profiles with student reviews and college admission prediction tools like the ‘’What Are My Chances?® Calculator’’ Cappex.com allows parents and students to search $11 billion dollars in merit scholarships offered by thousands of colleges across the U.S. With nearly 2 million cumulative student users, Cappex.com is the trusted source to help students find their ideal college fit.

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Lee Bilow
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