Palo Alto, CA / Dartmouth, MA (PRWEB) July 26, 2012
US Colleges and Universities are using Facebook, Twitter, YouTube and downloadable mobile apps to recruit and decreasing their use of newspaper, television, radio and printing. One in 3 schools say that social media is more efficient than traditional media in reaching their target audience. These were among the key findings of the latest study conducted by the Society for New Communications Research Senior Fellow and Research Co-Chair Nora Ganim Barnes and Ava M. Lescault of the University of Massachusetts Dartmouth Center for Marketing Research.
The new report is the outcome of a statistically valid study of 4 year accredited colleges in the US. The study examined these schools to detail their adoption of social media tools and technologies. It also looked at how using social media impacted their budgets and how their investment in social media would look in the next year.
Key findings of this study include:
“This is the first time a study has documented ROI for those using social media in the high-ed sector,” stated Barnes. “It is interesting to see that colleges and universities are moving away from printing and other traditional media tools and moving towards using social media tools," added Barnes.
A full copy of the new research report as well as an infographic summary can be downloaded at: http://www.umassd.edu/cmr/socialmedia
Additionally, Barnes and Lescault will publish a paper based on the findings in an upcoming issue of the Society for New Communications Research’s Journal of New Communications Research.
About the Center for Marketing Research at the University of Massachusetts Dartmouth
To facilitate the economic development of the region by providing an affordable, high-quality economic alternative to meeting business needs for research, training, and consulting in any and all aspects of Marketing. The Center for Marketing Research is associated with and maintains a close relationship with the Chambers of Commerce within southeastern Massachusetts. This unique relationship provides the Center with an effective business networking capability. For more information, visit http://www.umassd.edu/cmr/.
About the Society for New Communications Research (SNCR)
The Society for New Communications Research is a global nonprofit 501(c)(3) research and education foundation and think tank focused on the advanced study of the latest developments in new media and communications, and their effect on traditional media and business models, communications, culture and society. For more information, visit http://sncr.org.