Helping colleges and universities use social media like Facebook to meet marketing and recruitment goals. The document provides data on numbers of Facebook fans of different college sizes from April 2009 to February 2010, including growth rates and levels of engagement. It examines fan numbers and growth by school size (XS, S, M, L, XL) and type (public, private).

1. Helping Colleges and Universities use the web to meet
their marketing and recruitment goals.
Thursday, February 18, 2010

2. Breakdown by Size of School
XS S M L XL
8%
36% XS 396
11%
S 310
M 180
16%
L 124
XL 82
28%
Total 1092
Thursday, February 18, 2010

3. Breakdown by Type of School
State Private
37%
State 37%
Private 63%
63%
Total 100%
Thursday, February 18, 2010

4. Breakdown by Type of School
29% South West Midwest Northeast
29%
South 29%
West 14%
14% Midwest 29%
29% Northeast 29%
Total 100%
Thursday, February 18, 2010

5. Largest % Growth from 1/1 to 2/1
( More than 500 fans before 1/1)
Stevenson University 261%
Concordia University -NE 142%
Eastern Mennonite University 120%
George Mason University 117%
Buena Vista University 114%
UT-Tyler 101%
Purdue University 98%
Virginia Commonwealth 95%
Rockhurst University 90%
University of St. Thomas -TX 88%
n = 807
Thursday, February 18, 2010

6. Average Number of Fans
April 1 1,503
May 1 1,804
June 1 2,018
July 1 2,107
August 1 2,457
September 1 2,847
October 1 3,185
November 1 3,436
December 1 3,611
January 1 3,820
February 1 3,904
0 1,000 2,000 3,000 4,000
n = 1093
Thursday, February 18, 2010

7. Average Number of Fans XS schools
April 1 570
May 1 621
June 1 676
July 1 696
August 1 767
September 1 855
October 1 921
November 1 983
December 1 1,032
January 1 1,104
February 1 1,187
0 300 600 900 1,200
n = 395
Thursday, February 18, 2010

8. Top Ten Number of Fans XS (less than 2,000 students)
Hampden Sydney 3,858
Bowdoin College 3,823
Oklahoma Christian 3,619
Kenyon College 3,429
Occidental College 3,396
Westminster College 3,380
University of the South 3,373
St. Bonaventure 3,343
Freed Hardeman 3,321
College of Wooster 3,213
Mount Holyoke 3,161
Covenant College 3,111
0 975 1,950 2,925 3,900
n = 395
Thursday, February 18, 2010

9. Largest % Growth XS from 1/1 to 2/1
( More than 500 fans on 1/1)
Concordia University -NE 141.75%
Eastern Mennonite University 120.27%
Buena Vista University 113.83%
University of St. Thomas- TX 88.43%
New Mexico Tech 68.01%
Maryville College 64.09%
MCLA 45.76%
Lake Forest College 41.11%
Soka University 37.16%
Martin Luther College 33.33%
0% 38% 75% 113% 150%
n = 250
Thursday, February 18, 2010

10. Average Number of Fans S schools
April 1 905
May 1 990
June 1 1,071
July 1 1,147
August 1 1,283
September 1 1,428
October 1 1,537
November 1 1,635
December 1 1,757
January 1 1,875
February 1 2,029
0 750 1,500 2,250 3,000
n = 311
Thursday, February 18, 2010

11. Top Ten Number of Fans S (2,000-4,999 students)
Abilene Christian University 9,197
Biola University 8,697
Johns Hopkins University 6,580
University of Scranton 6,296
Gonzaga 6,213
Wake Forest 6,106
Smith College 5,522
University of New Haven 5,498
Lehigh University 5,435
Colgate University 5,372
0 2,500 5,000 7,500 10,000
n = 311
Thursday, February 18, 2010

12. Largest % Growth S from 1/1 to 2/1
( More than 500 fans on 1/1)
Stevenson University 260.94%
Rockhurst University 90.36%
Wesley College 84.50%
CSBSJU (MN) 82.38%
Mount Vernon Nazarene 76.76%
Samford University 65.22%
University of Montevallo 57.83%
Calvin College 54.62%
Harding University 51.81%
Siena College 34.12%
0% 75% 150% 225% 300%
n = 237
Thursday, February 18, 2010

13. Average Number of Fans M schools
April 1 1,587
May 1 1,943
June 1 2,170
July 1 2,286
August 1 2,552
September 1 2,861
October 1 2,989
November 1 3,264
December 1 3,482
January 1 3,713
February 1 4,001
0 1,250 2,500 3,750 5,000
n = 180
Thursday, February 18, 2010

14. Top Ten Number of Fans M (5,000-9,999 students)
Stanford 50,265
Harvard 15,667
Duke 13,935
William & Mary 13,332
Louisiana Tech 12,174
Vanderbilt 11,767
Princeton 10,625
SUNY Plattsburgh 10,338
Georgetown University 10,191
Northwestern University 9,618
0 15,000 30,000 45,000 60,000
n = 180
Thursday, February 18, 2010

15. Largest % Growth M from 1/1 to 2/1
( More than 500 fans on 1/1)
UT-Tyler 100.73%
University of Michigan - Flint 68.14%
Rhode Island College 53.32%
University of Arkansas - Fort Smith 47.58%
Western Carolina 46.65%
Roosevelt University 41.85%
Pace University 28.84%
Belmont University 26.47%
Northeastern Illinois University 22.62%
TCU 21.42%
0% 28% 55% 83% 110%
n = 143
Thursday, February 18, 2010

16. Average Number of Fans L schools
April 1 2,267
May 1 2,628
June 1 3,065
July 1 3,253
August 1 3,677
September 4,686
October 5,047
November 5,502
December 5,753
January 6,097
February 6,441
0 1,750 3,500 5,250 7,000
n = 124
Thursday, February 18, 2010

17. Top Ten Number of Fans L (10,000-19,999 students)
University of Miami 25,326
Oklahoma State 25,033
Kansas State 22,056
Baylor University 18,348
Appalachian State 17,902
George Mason University 17,016
Mississippi State University 16,997
University of Virginia 16,584
Oregon State 16,503
Cornell 14,735
0 7,500 15,000 22,500 30,000
n = 124
Thursday, February 18, 2010

18. Largest % Growth L from 1/1 to 2/1
( More than 500 fans on 1/1)
George Mason University 117.07%
Eastern Washington University 45.86%
UT-Pan American 36.76%
UT-Brownsville 35.89%
Cleveland State 32.41%
University of Alaska Anchorage 29.53%
UNC Chapel Hill 22.74%
Loyola University Chicago 22.54%
Oregon State 21.56%
University of Colorado-Denver 21.36%
0% 30% 60% 90% 120%
n = 110
Thursday, February 18, 2010

19. Average Number of Fans XL schools
April 1 6,254
May 1 8,253
June 1 9,264
July 1 10,145
August 1 11,867
September 1 14,757
October 1 17,625
November 1 18,753
December 1 19,451
January 1 20,377
February 1 20,767
0 7,500 15,000 22,500 30,000
n = 82
Thursday, February 18, 2010

20. Top Ten Number of Fans XL (20,000+ students)
Texas A&M 156,472
LSU 131,257
University of Michigan 73,442
Penn State 73,327
University of Oklahoma 69,298
University of Kansas 68,253
University of Missouri 61,209
Ohio State University 54,043
West Virginia University 45,643
Indiana University 45,534
0 50,000 100,000 150,000 200,000
n = 82
Thursday, February 18, 2010

21. Largest % Growth XL from 7/1 to 8/1
( More than 500 fans on 7/1)
Purdue University 97.54%
Virginia Commonwealth 95.37%
Metro State College -CO 75.54%
Portland State University 22.56%
Liberty University 19.88%
Middle Tenn. State 19.62%
Wayne State University 17.99%
Boston University 15.56%
Temple University 15.07%
IUPUI 14.87%
0% 25% 50% 75% 100%
n = 70
Thursday, February 18, 2010

22. Formula
Our method for determining engagement and interaction on a Facebook Fan Page
(Using Wall Posts by the Institution)
A: B:
Likes per Post Comments per Post
# of Fans # of Fans
A+B
Total Engagement
Thursday, February 18, 2010

23. Formula
Our method for determining engagement and interaction on a Facebook Fan Page
A: B:
10 Likes 10 Comments
1000 Fans 1000 Fans
1% A+B 1%
Total Engagement = 2% of Fans
Thursday, February 18, 2010

24. Top Engagement during Jan 2010
(5 or more institution wall posts between 1/1-2/1)
SUNY ESF 1.4578%
Earlham College 1.4004%
Midway College 1.2375%
Lynn University 0.9741%
Stetson University 0.8842%
CalTech 0.8323%
Scripps College 0.8089%
Stevens Institute of Technology 0.7866%
McPherson College 0.7676%
New Mexico Tech 0.7557%
0% 0.3750% 0.7500% 1.1250% 1.5000%
n = 742
Thursday, February 18, 2010

25. Top Engagement XS during Jan. 2010
(5 or more institution wall posts between 1/1 - 2/1 & 250 fans on 2/1)
SUNY ESF 1.4578%
Earlham College 1.4004%
Midway College 1.2375%
CalTech 0.8323%
Scripps College 0.8089%
McPherson College 0.7676%
New Mexico Tech 0.7557%
Stephens College 0.7205%
Sweet Briar College 0.6817%
Marylhurst University 0.6545%
0% 0.3750% 0.7500% 1.1250% 1.5000%
n = 231
Thursday, February 18, 2010

26. Top Engagement S during Jan. 2010
(5 or more institution wall posts between 1/1- 2/1 & 250 fans on 2/1)
Lynn University 0.9741%
Colorado School of Mines 0.9302%
Stetson University 0.8842%
Athens State University 0.8282%
Stevens Institute of Technology 0.7866%
Wellesley College 0.7003%
St. Mary’s University (TX) 0.6547%
Point Loma University 0.6086%
Willamette University 0.5843%
Adams State College 0.5587%
0% 0.2500% 0.5000% 0.7500% 1.0000%
n = 209
Thursday, February 18, 2010

27. Top Engagement M during Jan 2010
(5 or more institution wall posts between 1/1- 2/1 & 250 on 2/1)
Embry Riddle 0.7521%
Northeastern Illinois 0.7220%
University of Denver 0.5542%
Villanova University 0.5221%
TCU 0.5130%
Roosevelt University 0.4752%
University of Alaska Fairbanks 0.4335%
Macon State College 0.4231%
Georgetown University 0.4200%
SUNY Geneseo 0.4013%
0% 0.2000% 0.4000% 0.6000% 0.8000%
n = 126
Thursday, February 18, 2010

28. Top Engagement L during Jan 2010
(5 or more institution wall posts between 1/1 - 2/1 & 250 fans as of 2/1)
Boise State University 0.5714%
Brooklyn College 0.5208%
Old Dominion University 0.5201%
Montana State University 0.4368%
College of Charleston 0.4356%
Cal Poly Pomona 0.4166%
Appalachian State 0.3988%
Oregon State 0.3873%
Park University 0.3649%
UT-Arlington 0.3561%
0% 0.1500% 0.3000% 0.4500% 0.6000%
n = 100
Thursday, February 18, 2010

29. Top Engagement XL during Jan 2010
(5 or more institution wall posts between 1/1 - 2/1 & 250 fans on 2/1)
UC San Diego 0.6922%
Central Michigan 0.5779%
Iowa State 0.5075%
Indiana University 0.4700%
Texas A&M 0.4614%
University of Iowa 0.3711%
Metropolitan State (CO) 0.3307%
San Jose State 0.3042%
University of Pittsburg 0.2711%
University of Kentucky 0.2680%
0% 0.1750% 0.3500% 0.5250% 0.7000%
n = 64
Thursday, February 18, 2010

30. Geographic Dispersion of Top 50 Engagement
7/2009
South West Midwest Northeast
48% 16% 20% 16%
Thursday, February 18, 2010

31. Geographic Dispersion of Top 50 Engagement
10/2009
South West Midwest Northeast
36% 22% 28% 14%
Thursday, February 18, 2010

32. Geographic Dispersion of Top 50 Engagement
2/2010 2/2010
South West Midwest Northeast
30% 32% 22% 16%
Thursday, February 18, 2010