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Wednesday, July 29 • 13:31 - 15:00
"Using Facebook in College Admissions: A Longitudinal Study"

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Author: Alisa Agozzino

Higher education institutions use a variety of methods to set themselves apart from other universities. In order to keep up with its key audiences, potential students, universities have begun to adapt to the shift in communication models by incorporating social media into the overall strategic plan. Specifically, colleges across the country are creating Facebook pages to engage with prospective or admitted students. Admissions officers now use Facebook to help students feel connected to the college and increase their likelihood to apply and enroll. The current study aims to determine how university admissions offices around the country are utilizing Facebook for recruitment purposes. A longitudinal study, currently in its fourth consecutive year, has surveyed over 1000 admissions professionals with additional data to be added next month at which time the data set will be complete. Results provide deeper insight into how Facebook has been used and adapted through an entire cohort of students. Key findings to date include a high usage of Facebook for recruitment (90%), increased use of different Facebook accounts within the same school based on student admissions status, decreased level of concern for privacy issues in recruiting through Facebook, and annual increases of institutions not allowing students to apply to college through Facebook. This study will not only fill a gap in the literature within the social media discipline and within the admissions field. It will also serve as a guide for best practices in Facebook use for recruitment in college admissions offices around the country.

avatar for Alisa Agozzino

Alisa Agozzino

Assistant Professor of Public Relations, Ohio Northern University

Wednesday July 29, 2015 13:31 - 15:00
(7th Floor) Room TRS1-129 (Ted Rogers School of Management) 55 Dundas Street West, Toronto, ON M5G 2C3

Attendees (9)