How are Universities using Social Media?Reginald Hicks

School of Business and Economics Michigan Technological University

Advisor: Lynn Czarnecki Director of Marketing and Communications

IntroductionThe goal of the project is to analyze the usage of social media strategies at different schools of business. The social media channels that were examined include: YouTube, Facebook, and Twitter. These three are widely used in higher education which makes it easy to measure.

MethodologyThere were three questions from each

channel

YouTube1. How many upload views does the

school have?2. How many channel views does the

school have?3. When was the last time the school

visited the page?

Facebook4. How many “Likes” does the school

have?5. Is the school interacting with the

students?6. When was the last post from the

school?

Twitter7. How many tweets did the school post?8. How many followers does the school

have?9. When was the last post?

Business Schools that were used for the analysis

1. Michigan Tech University (School of Business and Economics) (MTU)

2. Baylor University (Hankamer School of Business) (BU)

3. Harvard University (Harvard Business School) (HU)

4. University of Michigan (The Ross School of Business) (U of M)

5. University of Pennsylvania (Wharton School) (U of P)

6. University of California-Berkeley (Haas School of Business) (UCB)

7. UCLA (Anderson School of Management) (UCLA)

8. Columbia University (Columbia Business School) (CU)

9. University of Virginia (Darden School of Business) (U of V)

10.The Ohio State University (Fisher College of Business) (OSU)

This graph measures how many people “Like” a school. The more “Likes” a school has, the more successful they can be in this social media channel because it increases exposure to the school.

Recommendation•Adding a page similar to this one will attract more people to the “Like” button.

•Creating a welcome page would also make your page more unique.

This graph measures channel views and upload views of each school YouTube page.

Recommendation

•Continue to be responsive to fans in order to answer time sensitive questions.

Recommendation

•Student-led videos have more impact on future students because it provides a more personal relationship which makes fans more comfortable.

•Post videos that give an explanation of every concentration to give the fans more information.

This graph measures how many tweets and how many followers each school had.

Recommendation

•Stay updated on Twitter. Keep your followers informed as much as possible, as quickly as possible.

•Make more connections with students, businesses, and professors to provide diverse feedback.

Recommendation

•By adding a mobile application to the school page, it will allow students to stay connected in real time.