San Jose, CA/Dartmouth, MA (PRWEB) June 19, 2012
Top MBA programs are using Facebook, Twitter, LinkedIn, YouTube and more in their quest to recruit the best students possible. Only 1 in 3 however, are using tracking methods that tell them how many applicants result from early contact with the program’s social media efforts. This was among the key findings of the latest study conducted by Dr. Nora Ganim Barnes, Ph.D., Senior Fellow & Co-Research Chair of the Society for New Communications Research and Director of the Center for Marketing Research at University of Massachusetts Dartmouth and co-author Stephanie L. Jacobsen.
The new report is the outcome of a statistically valid study of the 2012 US News Top MBA Programs. The study examined these programs to quantify their adoption of social media tools and technologies. It also looked at what they considered to be effective and how their investment in social media would look in the next year.
“It is interesting that the #1 goal for using social media in top MBA programs is recruitment, but the most popular measures of effectiveness are friends/followers, hits and comments rather than resultant applications,” stated Barnes.
Jacobsen added, “While fans, followers and hits are among the most common measures used to assess effectiveness of social media programs, these measurements will not accurately calculate how many prospective applicants apply to a school prior to using their social media. Other tools such as a “how did you hear about us” on the application, as well as software packages allow schools to measure if social media is actually improving recruitment efforts.”
A full copy of the new research report as well as an infographic summary can be downloaded at: http://www.umassd.edu/cmr/studiesresearch/
Additionally, Barnes and Jacobsen 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.