How Much Social Networking

Study tracks how many and which tools are most popular among highly ranked colleges.

August 14, 2012

Social networking tools are everywhere, and a new study documents which ones are being used (and how prominently they are displayed) on the websites of highly ranked colleges and universities.

Facebook is by far the most popular tool, but most colleges are using more than one tool, and appear to have different philosophies, according to the study, in The Journal of College Admission, which is published by the National Association for College Admission Counseling. Of the top 100 colleges and universities as ranked by U.S. News & World Report, 92 make use of social networking on their websites, and the average number of social media sites being used is 3.7. One college is making use of seven social networking services.

Number of Social Networking Sites Linked to by 100 Colleges

1 1
2 9
3 18
4 38
5 13
6 12
7 1

While Facebook is the most popular, Twitter and YouTube are close behind.

Social Networking Sites Most Commonly Linked to by 100 Colleges

Facebook 91
Twitter 88
YouTube 79
iTunes 47
Flickr 31
LinkedIn 18
Foursquare 9
Other 6

In an analysis of the figures, Grant Greenwood, an admissions counselor at Hardin-Simmons University who conducted the research, wrote that the question for colleges isn't whether to use social media, but how many and which ones. "Prospective students are using these sites and have come to expect them in the recruiting process and as a result, universities must be willing to adapt their efforts to satisfy these expectations," Greenwood wrote.


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Scott Jaschik

Scott Jaschik, Editor, is one of the three founders of Inside Higher Ed. With Doug Lederman, he leads the editorial operations of Inside Higher Ed, overseeing news content, opinion pieces, career advice, blogs and other features. Scott is a leading voice on higher education issues, quoted regularly in publications nationwide, and publishing articles on colleges in publications such as The New York Times, The Boston Globe, The Washington Post, Salon, and elsewhere. He has been a judge or screener for the National Magazine Awards, the Online Journalism Awards, the Folio Editorial Excellence Awards, and the Education Writers Association Awards. Scott served as a mentor in the community college fellowship program of the Hechinger Institute on Education and the Media, of Teachers College, Columbia University. He is a member of the board of the Education Writers Association. From 1999-2003, Scott was editor of The Chronicle of Higher Education. Scott grew up in Rochester, N.Y., and graduated from Cornell University in 1985. He lives in Washington.

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