This is my presentation from the 2013 Ed Social Media Summit in Boston. How 11,000 college bound students use social media in their daily lives and college search.

1. Social Media
and Student
Trends
Where are they headed?

2. Olivia
Senior in high-school from Ohio
• 3,000+ Facebook friends
• 1,000+ Instagram followers
• 300+ pictures
• 600+ followers on Twitter
• 3,000+ tweets
2 The 2012 Social Admissions Report

3. Social Media Pinwheel
3 The 2012 Social Admissions Report

4. 2013 Social Admissions Report
 Inigral and Zinch Project
 Anonymous email survey
 7,000 students August 2012
 4,000 students February 2013
4 The 2012 Social Admissions Report

5. by Inigral
5 The 2012 Social Admissions Report

6. Who We Surveyed
1%
College 1% 0%
Freshman
19%
25%
54%
“I want reviews on colleges from real live
6 The 2012 Social Admissions Report students who go to them.”

7. Respondents by Race or Ethnicity
Race or Ethnicity Our Survey College Board
American Indian/Alaskan 1.1% 1%
Asian, Asian Am. Or Pacific Islander 12.1% 11%
Black or African American 17.4% 13%
Hispanic Latino 18.9% 15%
White 48.4% 53%
Other/No Response 2.8% 8%
7 The 2012 Social Admissions Report

8. Where Students
Are Today
Sure I have a Facebook account,
but I don’t post that much anymore.
I meanly use it for online chat with
my friends, but Twitter and
Instagram are places I share things
with close friends.
8 The 2012 Social Admissions Report
– High school senior

9. Students and Mobile Usage
Do you access Have you used a
social media on your mobile phone to visit
mobile device? your school’s
website?
n/a
No
9%
13%
No
21%
Yes Yes
70% 87%
9 The 2012 Social Admissions Report

10. Never
13%
Every once
in a while
Once a 6%
Month
2%
Once Multiple
A week
9%
times a day
48%
How often do Once
a day
students use 22%
Facebook?
10 The 2012 Social Admissions Report Down 1%

11. Multiple
times a day
19%
Once
a day
8%
Once
a week
6% Never
How often do Every
once in
53%
students use Once a
Month
a while
12%
Twitter? 3%
11 The 2012 Social Admissions Report Up 3%

12. Once Multiple times
Once a day
a week a day
5% 11%
5%
Once a
Month
3%
Every once
in a while
10%
Never
How often do 66%
students use
Tumblr?
12 The 2012 Social Admissions Report Up 11%

13. Multiple
times a day
22%
Once a day
5%
Once
a week
4%
Never
Once a Every once
58%
How often do Month
2%
in a while
9%
students use
Instagram?
13 The 2012 Social Admissions Report Up 14%

14. Multiple
Once Times
a day a day
6% 8%
Once
a week 7%
Once
a month
4%
Every once
in a while Never
10%
64%
How often do you
use Pinterest?
14 The 2012 Social Admissions Report Up 11%

15. Student Network Usage 2012 to 2013
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Facebook Twitter Tumblr Instagram Pinterest
15 The 2012 Social Admissions Report

16. Student Social
Media Behaviors
“I want to see fun things about going
to school there, school news, advice
from current students. I'd much
rather see it on their social media
site than have it clog my e-mail.”
16 The 2012 Social Admissions Report – High school junior

17. Unsure
26%
Do students
No
think colleges and 4%
universities
should have a Yes
social media 77%
presence?
17 The 2012 Social Admissions Report Yes Up

18. No
28%
Have you used
social media to
Yes
research colleges
and universities? 72%
18 The 2012 Social Admissions Report Yes Up 4%

19. Yes
Class of 2012 39%
Did you use
social media
as a resource
when deciding No
where to
enroll?
61%
19 The 2012 Social Admissions Report

20. No
25%
Class of 2013
Did you use
social media Yes
as a resource 75%
when deciding
where to
enroll?
20 The 2012 Social Admissions Report Yes Up

21. What social media sites did students
use to research colleges?
Multiple times a day Once a day Once a week Once a month Every once in a while
Facebook 11% 10% 14% 8% 21%
YouTube 7% 5% 9% 8% 21%
Twitter 4% 4% 4% 3% 10%
Instagram 4% 3% 3% 2% 6%
Tumblr 2%2% 3% 2% 6%
Pinterest 2%2% 3% 2% 5%
0% 10% 20% 30% 40% 50% 60% 70%
21 The 2012 Social Admissions Report

22. Yes
49%
Did you follow
or like a
potential No
college on 51%
social media?
22 The 2012 Social Admissions Report

23. Stop for a moment
23 The 2012 Social Admissions Report

24. 1. You aren‟t in control.
2. Students are your living brand.
3. Embrace this, amplify this.
24 The 2012 Social Admissions Report

25. Social Media and Student Influence
Major influence Some influence No influence
News and updates from the college 42% 47% 11%
Conversations I had with students that attend the
school through social media 32% 44% 24%
Photos I saw of the school 32% 54% 14%
Conversations I had with my friends about the school
on social media 24% 49% 27%
Student blogs I read 18% 43% 39%
YouTube videos 14% 40% 46%
Twitter feeds 4% 20% 76%
25 The 2012 Social Admissions Report

26. Institutional
Context
VS.
Student
26 The 2012 Social Admissions Report
Context

27. What are some things you would like
to see more of on college or university
social media sites?
27 The 2012 Social Admissions Report

28. 28 The 2012 Social Admissions Report

29. 29 The 2012 Social Admissions Report

30. Design Thinking
“Process of investigating ill-defined
problems, acquiring information, analyzing
knowledge, and posing solutions.”
30 The 2012 Social Admissions Report

31. Define
“Decide what issue you are trying to solve”
31 The 2012 Social Admissions Report

32. Research
“Collect and analyze user behavior”
32 The 2012 Social Admissions Report

33. What are some things you would like
to see more of on college or university
social media sites?
33 The 2012 Social Admissions Report

34. What do students want to see on
college social networking sites?
Students School Photos
Information Events
34 The 2012 Social Admissions Report

35. What do students want?
“I would like to see like an advice column or
a FAQ section where common „worry‟
questions can be answered to help ease the
tension upon arriving to college or while
attending college.”
“I would like to be able to ask a question and
really have anyone's response to it, and not
just an administrator telling me to look at the
blah blah tab on their website.”
“Real information. Less fluff.”
35 The 2012 Social Admissions Report

36. “I would like to be able to ask a question
and really have anyone's response to
it, and not just an administrator telling me
to look at the blah blah tab on their
website.”
36 The 2012 Social Admissions Report

37. Two questions students ask
Are they like me? Will they like me?
37 The 2012 Social Admissions Report

38. Student Network Usage 2012 to 2013
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Facebook Twitter Tumblr Instagram Pinterest
38 The 2012 Social Admissions Report

39. 39 The 2012 Social Admissions Report

40. Maybe
19%
No
3%
Would students
join a social
network created
specifically for
Yes
admitted students
at their institution? 78%
40 The 2012 Social Admissions Report

41. Social Engagement and Enrollment Outcomes
41 The 2012 Social Admissions Report

42. 42 The 2012 Social Admissions Report

43. Questions?
@bcroke www.inigral.com
bcroke@inigral.com Blog.inigral.com
43 The 2012 Social Admissions Report