High School Student Social Media Trends 2013

Social Media and Student TrendsWhere are they headed?

2 The 2012 Social Admissions Report

Olivia

Senior in high-school from Ohio

• 3,000+ Facebook friends

• 1,000+ Instagram followers

• 300+ pictures

• 600+ followers on Twitter

• 3,000+ tweets

3 The 2012 Social Admissions Report

Social Media Pinwheel

4 The 2012 Social Admissions Report

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

5 The 2012 Social Admissions Report

by Inigral

6 The 2012 Social Admissions Report

Who We Surveyed

“I want reviews on colleges from real live students who go to them.”

0%

19%

54%

25%

1% 1%

HS Seniors

HS Juniors College

Freshman

7 The 2012 Social Admissions Report

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%

8 The 2012 Social Admissions Report

Where StudentsAre 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.

– High school senior

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Students and Mobile Usage

Yes70%

No21%

n/a9%

Do you accesssocial media on

your mobile device?

Yes87%

No13%

Have you used a mobile phone to

visit your school’s website?

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How often do students use Facebook?

Multiple times a

day

48%

Oncea day22%

OnceA week

9%

Once aMonth

2%

Every once

in a while6%

Never13%

Down 1%

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How often do students use Twitter?

Never53%

Everyonce ina while

12%Once aMonth

3%

Oncea week

6%

Oncea day8%

Multiple times a

day19%

Up 3%

12 The 2012 Social Admissions Report

How often do students use Tumblr?

Never

66%

Every oncein a

while10%

Once aMonth

3%

Oncea week

5%

Oncea day5%

Multiple times a day11%

Up 11%

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How often do students use Instagram?

Never58%

Every once

in a while9%

Once aMonth

2%

Oncea week

4%

Once a day5%

Multiple times a

day22%

Up 14%

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How often do you use Pinterest?

Never64%

Every once

in a while10%

Oncea month

4%

Oncea week

7%

Oncea day6%

MultipleTimesa day8%

Up 11%

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Student Network Usage 2012 to 2013

Facebook Twitter Tumblr Instagram Pinterest0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

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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.”

– High school junior

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Do studentsthink colleges and universities should have a social media presence?

Yes

77%

No4%

Unsure26%

Yes Up 10%

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Have you used social media to research colleges and universities?

Yes

72%

No28%

Yes Up 4%

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Class of 2012

Did you usesocial media as a resource when deciding where to enroll?

Yes39%

No

61%

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Class of 2013

Did you usesocial media as a resource when deciding where to enroll?

Yes75%

No

25%

Yes Up 36%

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Pinterest

Tumblr

Instagram

Twitter

YouTube

Facebook

0% 10% 20% 30% 40% 50% 60% 70%

2%

2%

4%

4%

7%

11%

2%

2%

3%

4%

5%

10%

3%

3%

3%

4%

9%

14%

2%

2%

2%

3%

8%

8%

5%

6%

6%

10%

21%

21%

Multiple times a day Once a day Once a week Once a month Every once in a while

What social media sites did students use to research colleges?

22 The 2012 Social Admissions Report

Did you follow or like a potential college on social media?

Yes49%

No

51%

23 The 2012 Social Admissions Report

Stop for a moment

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1. You aren’t in control.

2. Students are your living brand.

3. Embrace this, amplify this.

25 The 2012 Social Admissions Report

News and updates from the college

Conversations I had with students that attend the school through social media

Photos I saw of the school

Conversations I had with my friends about the school on social media

Student blogs I read

YouTube videos

Twitter feeds

42%

32%

32%

24%

18%

14%

4%

47%

44%

54%

49%

43%

40%

20%

11%

24%

14%

27%

39%

46%

76%

Major influence Some influence No influence

Social Media and Student Influence

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Institutional Context

VS.

Student Context

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What are some things you would liketo see more of on college or

university social media sites?

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30 The 2012 Social Admissions Report

Design Thinking

“Process of investigating ill-defined problems, acquiring information, analyzing knowledge, and posing solutions.”

31 The 2012 Social Admissions Report

Define

“Decide what issue you are trying to solve”

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Research

“Collect and analyze user behavior”

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What are some things you would liketo see more of on college or

university social media sites?

34 The 2012 Social Admissions Report

Students School

Information Events

Photos

What do students want to see on college social networking sites?

35 The 2012 Social Admissions Report

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.”

36 The 2012 Social Admissions Report

“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.”

37 The 2012 Social Admissions Report

Two questions students ask

Are they like me?

Will they like me?

38 The 2012 Social Admissions Report

Student Network Usage 2012 to 2013

Facebook Twitter Tumblr Instagram Pinterest0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

39 The 2012 Social Admissions Report

40 The 2012 Social Admissions Report

Yes

78%

No3%

Maybe19%

Would students join a social network created specifically for admitted students at their institution?

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Social Engagement and Enrollment Outcomes

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