Paying to Play: Social Media in Advancement 2016
In 2016, nearly nine out of 10 respondents (86 percent) to the annual Survey of Social Media in Advancement agreed that social media is a more important part of the communications and marketing mix at their institutions than it was three years ago.
But realizing the potential of such significant communication and engagement channels continues to be a challenge.
The report highlights some of these key observations:
- The return-on-investment of social media is under greater scrutiny in the last few years because it has become more expensive to reach one's audiences.
- Educational institutions that are highly successful with social media are increasingly "paying to play," that is, boosting, promoting, and advertising their posts on Facebook.
- While social media has become more expensive, it has also become more financially rewarding for some institutions.
- Outreach through social media is indispensable to the "Day of Giving" fundraising tactic; and in four short years this type of event has gone from a novelty to a core tool, with half of colleges and universities now holding a Day of Giving.
This research is sponsored by: The Council for Advancement and Support of Education, Huron, and mStoner, Inc.Download Now