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Survey of Use of Facebook in Higher Education Marketing

Survey of Use of Facebook in Higher Education Marketing

The study looks closely at how North American colleges are using both paid advertising and general Facebook marketing in attracting new students and fortifying relationships with alumni. The study helps its readers to answer questions such as: how much are colleges spending on their paid Facebook advertising? How have colleges felt about their paid advertising experience on Facebook? How much staff time do they spend on Facebook in their college marketing efforts? How do they view the efficacy of Facebook compared to alternatives such as YouTube, Instagram, Twitter and other marketing venues. What kinds of content are colleges distributing through their Facebook pages? How do they evaluate content for inclusion? How do colleges harmonize their main Facebook page with other campus Facebook pages? Just a few of the report’s many findings are that: The colleges in the sample estimated that a mean of about 48% of their Facebook page’s unique visitors came from individuals that were not currently enrolled or working at the college; The mean amount spent by the colleges sampled for salaries, equipment and other production costs in developing marketing oriented videos in the past year for Facebook and other venues was $61,273 with a minimum of $2,500 and a maximum of $225,000; and Approximately 43% of colleges sampled were currently doing paid advertising on Facebook.


THE QUESTIONNAIRE
PARTICIPANTS LIST
Characteristics of the Sample
SUMMARY OF MAIN FINDINGS
Unique Visitors From Individuals Not Enrolled or Working At College
How Many Unique Monthly Visitors From Outside the College
Tools for Promoting the College to the Broader Public
Vimeo
iTunes
Instagram
Twitter
YouTube
Pinterest
Vine
Facebook
LinkedIn
Tumblr
Photograph Selection
Selection Process and Authority
How Often are the Photos Changed
Videos on Facebook Site
Most Viewed Video
Where Else Videos are Posted
Number of Videos Developed for Marketing for Marketing Purposes
Amount Spent On Developing Marketing Oriented Videos
Content Distribution Through Facebook for Marketing Purposes
Courses Distributed through Facebook
Lectures Distributed through Facebook
College Tours
Videos about College Life
Videos of Specific Classes
Videos of Athletic Events
Artistic Events
Interactive Features the College Provides
Number of Pages that are Distinct from the College’s Main Facebook Page
Number of Distinct Pages
Services Offered by the Office of Communications to Establish Facebook Pages or Groups
School Logo Service
Graphic Design Assistance
Photo Service
Producing Videos
Coordination and Branding of Different Facebook Pages
Facebook Metrics and Their Impact on College Applications and Attendance
Facebook Fans or Likes as a Useful Metric
Importance of the Metric: Time Spent on the Site
Importance of the Metric: Post Reach
Importance of Measures of Engagement
The College’s Team for Facebook
Paid Advertising on Facebook
Past Advertising on Facebook
Current Advertising on Facebook
Amount Spent on Facebook Advertising in the Past Year
Attitude Towards Paid Advertising on Facebook
Tracking the Relationship Between Variables and Tendency to Apply or Attend College
Number of Times Visiting the Facebook Site as an Indicator of Intent to Apply
Length of Time Between Site Visits
Viewership of Specific Site Content
Use of Paid Facebook Advertising
More Subjective Measures of Evaluating Effectiveness of the Facebook Page
Higher Education Institution Facebook Pages Particularly Admired
Most Useful Information Sources for Establishing a Facebook Presence
Best Decision College has Made About Its Facebook Page
Table 1.1 What percentage of your college Facebook page "unique visitors" come from individuals not currently enrolled in or working at the college?
Table 1.2 What percentage of your college Facebook page "unique visitors" come from individuals not currently enrolled in or working at the college? Broken out by Carnegie class or type of college
Table 1.3 What percentage of your college Facebook page "unique visitors" come from individuals not currently enrolled in or working at the college? Broken out by Public or private status
Table 1.4 What percentage of your college Facebook page "unique visitors" come from individuals not currently enrolled in or working at the college? Broken out by Annual Tuition, $
Table 1.5 What percentage of your college Facebook page "unique visitors" come from individuals not currently enrolled in or working at the college? Broken out by Enrollment
Table 2.1 How many unique visitors from outside the college does the college Facebook site receive in a typical month during the academic year?
Table 2.2 How many unique visitors from outside the college does the college Facebook site receive in a typical month during the academic year? Broken out by Carnegie class or type of college
Table 2.3 How many unique visitors from outside the college does the college Facebook site receive in a typical month during the academic year? Broken out by Public or private status
Table 2.4 How many unique visitors from outside the college does the college Facebook site receive in a typical month during the academic year? Broken out by Annual Tuition, $
Table 2.5 How many unique visitors from outside the college does the college Facebook site receive in a typical month during the academic year? Broken out by Enrollment
Table 3 Rank the effectiveness of the following tools as vehicles for promoting the college to the broader public.
Table 3.1.1 Rank the effectiveness of Vimeo for promoting the college to the broader public.
Table 3.1.2 Rank the effectiveness of Vimeo for promoting the college to the broader public. Broken out by Carnegie class or type of college
Table 3.1.3 Rank the effectiveness of Vimeo for promoting the college to the broader public. Broken out by Public or private status
Table 3.1.4 Rank the effectiveness of Vimeo for promoting the college to the broader public. Broken out by Annual Tuition, $
Table 3.1.5 Rank the effectiveness of Vimeo for promoting the college to the broader public. Broken out by Enrollment
Table 3.2.1 Rank the effectiveness of ITunes for promoting the college to the broader public.
Table 3.2.2 Rank the effectiveness of ITunes for promoting the college to the broader public. Broken out by Carnegie class or type of college
Table 3.2.3 Rank the effectiveness of ITunes for promoting the college to the broader public. Broken out by Public or private status
Table 3.2.4 Rank the effectiveness of ITunes for promoting the college to the broader public. Broken out by Annual Tuition, $
Table 3.2.5 Rank the effectiveness of ITunes for promoting the college to the broader public. Broken out by Enrollment
Table 3.3.1 Rank the effectiveness of Instagram for promoting the college to the broader public.
Table 3.3.2 Rank the effectiveness of Instagram for promoting the college to the broader public. Broken out by Carnegie class or type of college
Table 3.3.3 Rank the effectiveness of Instagram for promoting the college to the broader public. Broken out by Public or private status
Table 3.3.4 Rank the effectiveness of Instagram for promoting the college to the broader public. Broken out by Annual Tuition, $
Table 3.3.5 Rank the effectiveness of Instagram for promoting the college to the broader public. Broken out by Enrollment
Table 3.4.1 Rank the effectiveness of Twitter for promoting the college to the broader public.
Table 3.4.2 Rank the effectiveness of Twitter for promoting the college to the broader public. Broken out by Carnegie class or type of college
Table 3.4.3 Rank the effectiveness of Twitter for promoting the college to the broader public. Broken out by Public or private status
Table 3.4.4 Rank the effectiveness of Twitter for promoting the college to the broader public. Broken out by Annual Tuition, $
Table 3.4.5 Rank the effectiveness of Twitter for promoting the college to the broader public. Broken out by Enrollment
Table 3.5.1 Rank the effectiveness of YouTube for promoting the college to the broader public.
Table 3.5.2 Rank the effectiveness of YouTube for promoting the college to the broader public. Broken out by Carnegie class or type of college
Table 3.5.3 Rank the effectiveness of YouTube for promoting the college to the broader public. Broken out by Public or private status
Table 3.5.4 Rank the effectiveness of YouTube for promoting the college to the broader public. Broken out by Annual Tuition, $
Table 3.5.5 Rank the effectiveness of YouTube for promoting the college to the broader public. Broken out by Enrollment
Table 3.6.1 Rank the effectiveness of Pinterest for promoting the college to the broader public.
Table 3.6.2 Rank the effectiveness of Pinterest for promoting the college to the broader public. Broken out by Carnegie class or type of college
Table 3.6.3 Rank the effectiveness of Pinterest for promoting the college to the broader public. Broken out by Public or private status
Table 3.6.4 Rank the effectiveness of Pinterest for promoting the college to the broader public. Broken out by Annual Tuition, $
Table 3.6.5 Rank the effectiveness of Pinterest for promoting the college to the broader public. Broken out by Enrollment
Table 3.7.1 Rank the effectiveness of Vine for promoting the college to the broader public.
Table 3.7.2 Rank the effectiveness of Vine for promoting the college to the broader public. Broken out by Carnegie class or type of college
Table 3.7.3 Rank the effectiveness of Vine for promoting the college to the broader public. Broken out by Public or private status
Table 3.7.4 Rank the effectiveness of Vine for promoting the college to the broader public. Broken out by Annual Tuition, $
Table 3.7.5 Rank the effectiveness of Vine for promoting the college to the broader public. Broken out by Enrollment
Table 3.8.1 Rank the effectiveness of Facebook for promoting the college to the broader public.
Table 3.8.2 Rank the effectiveness of Facebook for promoting the college to the broader public. Broken out by Carnegie class or type of college
Table 3.8.3 Rank the effectiveness of Facebook for promoting the college to the broader public. Broken out by Public or private status
Table 3.8.4 Rank the effectiveness of Facebook for promoting the college to the broader public. Broken out by Annual Tuition, $
Table 3.8.5 Rank the effectiveness of Facebook for promoting the college to the broader public. Broken out by Enrollment
Table 3.9.1 Rank the effectiveness of LinkedIn for promoting the college to the broader public.
Table 3.9.2 Rank the effectiveness of LinkedIn for promoting the college to the broader public. Broken out by Carnegie class or type of college
Table 3.9.3 Rank the effectiveness of LinkedIn for promoting the college to the broader public. Broken out by Public or private status
Table 3.9.4 Rank the effectiveness of LinkedIn for promoting the college to the broader public. Broken out by Annual Tuition, $
Table 3.9.5 Rank the effectiveness of LinkedIn for promoting the college to the broader public. Broken out by Enrollment
Table 3.10.1 Rank the effectiveness of Tumblr for promoting the college to the broader public.
Table 3.10.2 Rank the effectiveness of Tumblr for promoting the college to the broader public. Broken out by Carnegie class or type of college
Table 3.10.3 Rank the effectiveness of Tumblr for promoting the college to the broader public. Broken out by Public or private status
Table 3.10.4 Rank the effectiveness of Tumblr for promoting the college to the broader public. Broken out by Annual Tuition, $
Table 3.10.5 Rank the effectiveness of Tumblr for promoting the college to the broader public. Broken out by Enrollment
How are photographs chosen for the Facebook site? Who has final authority for selection? How often are main page photos changed?
Table 4.1 Does the college post videos on its main Facebook site?
Table 4.2 Does the college post videos on its main Facebook site? Broken out by Carnegie class or type of college
Table 4.3 Does the college post videos on its main Facebook site? Broken out by Public or private status
Table 4.4 Does the college post videos on its main Facebook site? Broken out by Annual Tuition, $
Table 4.5 Does the college post videos on its main Facebook site? Broken out by Enrollment
Please describe the college's most viewed Facebook video.
Where else – if anywhere – are the videos posted on the college Facebook site posted?
Table 5.1 How many videos did the college develop in the past year primarily for use in college marketing?
Table 5.2 How many videos did the college develop in the past year primarily for use in college marketing? Broken out by Carnegie class or type of college
Table 5.3 How many videos did the college develop in the past year primarily for use in college marketing? Broken out by Public or private status
Table 5.4 How many videos did the college develop in the past year primarily for use in college marketing? Broken out by Annual Tuition, $
Table 5.5 How many videos did the college develop in the past year primarily for use in college marketing? Broken out by Enrollment
Table 6.1 How much did the college spend, approximately, for salaries, equipment and other production costs in developing marketing oriented videos in the past year? (In US $)
Table 6.2 How much did the college spend, approximately, for salaries, equipment and other production costs in developing marketing oriented videos in the past year? (In US $) Broken out by Carnegie class or type of college
Table 6.3 How much did the college spend, approximately, for salaries, equipment and other production costs in developing marketing oriented videos in the past year? (In US $) Broken out by Public or private status
Table 6.4 How much did the college spend, approximately, for salaries, equipment and other production costs in developing marketing oriented videos in the past year? (In US $) Broken out by Annual Tuition, $
Table 6.5 How much did the college spend, approximately, for salaries, equipment and other production costs in developing marketing oriented videos in the past year? (In US $) Broken out by Enrollment
Table 7 Does the college distribute any of the following through courses through its Facebook page?
Table 7.1.1 Does the college distribute courses through its Facebook page?
Table 7.1.2 Does the college distribute courses through its Facebook page? Broken out by Carnegie class or type of college
Table 7.1.3 Does the college distribute courses through its Facebook page? Broken out by Public or private status
Table 7.1.4 Does the college distribute courses through its Facebook page? Broken out by Annual Tuition, $
Table 7.1.5 Does the college distribute courses through its Facebook page? Broken out by Enrollment
Table 7.2.1 Does the college distribute lectures through its Facebook page?
Table 7.2.2 Does the college distribute lectures through its Facebook page? Broken out by Carnegie class or type of college
Table 7.2.3 Does the college distribute lectures through its Facebook page? Broken out by Public or private status
Table 7.2.4 Does the college distribute lectures through its Facebook page? Broken out by Annual Tuition, $
Table 7.2.5 Does the college distribute lectures through its Facebook page? Broken out by Enrollment
Table 7.3.1 Does the college distribute college tours through its Facebook page?
Table 7.3.2 Does the college distribute college tours through its Facebook page? Broken out by Carnegie class or type of college
Table 7.3.3 Does the college distribute college tours through its Facebook page? Broken out by Public or private status
Table 7.3.4 Does the college distribute college tours through its Facebook page? Broken out by Annual Tuition, $
Table 7.3.5 Does the college distribute college tours through its Facebook page? Broken out by Enrollment
Table 7.4.1 Does the college distribute videos about college life through its Facebook page?
Table 7.4.2 Does the college distribute videos about college life through its Facebook page? Broken out by Carnegie class or type of college
Table 7.4.3 Does the college distribute videos about college life through its Facebook page? Broken out by Public or private status
Table 7.4.4 Does the college distribute videos about college life through its Facebook page? Broken out by Annual Tuition, $
Table 7.4.5 Does the college distribute videos about college life through its Facebook page? Broken out by Enrollment
Table 7.5.1 Does the college distribute videos of specific classes through its Facebook page?
Table 7.5.2 Does the college distribute videos of specific classes through its Facebook page? Broken out by Carnegie class or type of college
Table 7.5.3 Does the college distribute videos of specific classes through its Facebook page? Broken out by Public or private status
Table 7.5.4 Does the college distribute videos of specific classes through its Facebook page? Broken out by Annual Tuition, $
Table 7.5.5 Does the college distribute videos of specific classes through its Facebook page? Broken out by Enrollment
Table 7.6.1 Does the college distribute video of athletic events involving the college through its Facebook page?
Table 7.6.2 Does the college distribute video of athletic events involving the college through its Facebook page? Broken out by Carnegie class or type of college
Table 7.6.3 Does the college distribute video of athletic events involving the college through its Facebook page? Broken out by Public or private status
Table 7.6.4 Does the college distribute video of athletic events involving the college through its Facebook page? Broken out by Annual Tuition, $
Table 7.6.5 Does the college distribute video of athletic events involving the college through its Facebook page? Broken out by Enrollment
Table 7.7.1 Does the college distribute videos of artistic events at the college through its Facebook page?
Table 7.7.2 Does the college distribute videos of artistic events at the college through its Facebook page? Broken out by Carnegie class or type of college
Table 7.7.3 Does the college distribute videos of artistic events at the college through its Facebook page? Broken out by Public or private status
Table 7.7.4 Does the college distribute videos of artistic events at the college through its Facebook page? Broken out by Annual Tuition, $
Table 7.7.5 Does the college distribute videos of artistic events at the college through its Facebook page? Broken out by Enrollment
What kind, if any, of interactive features does the college provide through its Facebook page or through important subsidiary Facebook pages of individual units of the college?
Table 8.1 How many institutional pages does the college have that are distinct from the college's main Facebook page?
Table 8.2 How many institutional pages does the college have that are distinct from the college's main Facebook page? Broken out by Carnegie class or type of college
Table 8.3 How many institutional pages does the college have that are distinct from the college's main Facebook page? Broken out by Public or private status
Table 8.4 How many institutional pages does the college have that are distinct from the college's main Facebook page? Broken out by Annual Tuition, $
Table 8.5 How many institutional pages does the college have that are distinct from the college's main Facebook page? Broken out by Enrollment
If you have some way of categorizing these distinct pages officially connected to the college but distinct from the main college page, please give some of these numbers below. For example, how many are departmental pages? Or connected to administrative units of the college? Or official student organizations?
Table 9 Which of the following services does the Office of Communications or other administrative units of the college offer to departments and units of the college establishing their own Facebook pages or groups?
Table 9.1.1 Does the Office of Communications or other administrative units of the college offer provision of school logo service to departments and units of the college establishing their own Facebook pages or groups?
Table 9.1.2 Does the Office of Communications or other administrative units of the college offer provision of school logo service to departments and units of the college establishing their own Facebook pages or groups? Broken out by Carnegie class or type of college
Table 9.1.3 Does the Office of Communications or other administrative units of the college offer provision of school logo service to departments and units of the college establishing their own Facebook pages or groups? Broken out by Public or private status
Table 9.1.4 Does the Office of Communications or other administrative units of the college offer provision of school logo service to departments and units of the college establishing their own Facebook pages or groups? Broken out by Annual Tuition, $
Table 9.1.5 Does the Office of Communications or other administrative units of the college offer provision of school logo service to departments and units of the college establishing their own Facebook pages or groups? Broken out by Enrollment
Table 9.2.1 Does the Office of Communications or other administrative units of the college offer graphic design assistance to departments and units of the college establishing their own Facebook pages or groups?
Table 9.2.2 Does the Office of Communications or other administrative units of the college offer graphic design assistance to departments and units of the college establishing their own Facebook pages or groups? Broken out by Carnegie class or type of college
Table 9.2.3 Does the Office of Communications or other administrative units of the college offer graphic design assistance to departments and units of the college establishing their own Facebook pages or groups? Broken out by Public or private status
Table 9.2.4 Does the Office of Communications or other administrative units of the college offer graphic design assistance to departments and units of the college establishing their own Facebook pages or groups? Broken out by Annual Tuition, $
Table 9.2.5 Does the Office of Communications or other administrative units of the college offer graphic design assistance to departments and units of the college establishing their own Facebook pages or groups? Broken out by Enrollment
Table 9.3.1 Does the Office of Communications or other administrative units of the college offer photo service to departments and units of the college establishing their own Facebook pages or groups?
Table 9.3.2 Does the Office of Communications or other administrative units of the college offer photo service to departments and units of the college establishing their own Facebook pages or groups? Broken out by Carnegie class or type of college
Table 9.3.3 Does the Office of Communications or other administrative units of the college offer photo service to departments and units of the college establishing their own Facebook pages or groups? Broken out by Public or private status
Table 9.3.4 Does the Office of Communications or other administrative units of the college offer photo service to departments and units of the college establishing their own Facebook pages or groups? Broken out by Annual Tuition, $
Table 9.3.5 Does the Office of Communications or other administrative units of the college offer photo service to departments and units of the college establishing their own Facebook pages or groups? Broken out by Enrollment
Table 9.4.1 Does the Office of Communications or other administrative units of the college offer help in producing videos to departments and units of the college establishing their own Facebook pages or groups?
Table 9.4.2 Does the Office of Communications or other administrative units of the college offer help in producing videos to departments and units of the college establishing their own Facebook pages or groups? Broken out by Carnegie class or type of college
Table 9.4.3 Does the Office of Communications or other administrative units of the college offer help in producing videos to departments and units of the college establishing their own Facebook pages or groups? Broken out by Public or private status
Table 9.4.4 Does the Office of Communications or other administrative units of the college offer help in producing videos to departments and units of the college establishing their own Facebook pages or groups? Broken out by Annual Tuition, $
Table 9.4.5 Does the Office of Communications or other administrative units of the college offer help in producing videos to departments and units of the college establishing their own Facebook pages or groups? Broken out by Enrollment
How has the college coordinated and branded the different Facebook pages of various departments and units on campus?
Table 10 Rate the following Facebook metrics for their apparent impact on college applications and attendance.
Table 10.1.1 Rate "Facebook fans or "likes" metric for its apparent impact on college applications and attendance.
Table 10.1.2 Rate "Facebook fans or "likes" metric for its apparent impact on college applications and attendance. Broken out by Carnegie class or type of college
Table 10.1.3 Rate "Facebook fans or "likes" metric for its apparent impact on college applications and attendance. Broken out by Public or private status
Table 10.1.4 Rate "Facebook fans or "likes" metric for its apparent impact on college applications and attendance. Broken out by Annual Tuition, $
Table 10.1.5 Rate "Facebook fans or "likes" metric for its apparent impact on college applications and attendance. Broken out by Enrollment
Table 10.2.1 Rate "Time spent on the site" metric for its apparent impact on college applications and attendance.
Table 10.2.2 Rate "Time spent on the site" metric for its apparent impact on college applications and attendance. Broken out by Carnegie class or type of college
Table 10.2.3 Rate "Time spent on the site" metric for its apparent impact on college applications and attendance. Broken out by Public or private status
Table 10.2.4 Rate "Time spent on the site" metric for its apparent impact on college applications and attendance. Broken out by Annual Tuition, $
Table 10.2.5 Rate "Time spent on the site" metric for its apparent impact on college applications and attendance. Broken out by Enrollment
Table 10.3.1 Rate "Post Reach" metric for its apparent impact on college applications and attendance.
Table 10.3.2 Rate "Post Reach" metric for its apparent impact on college applications and attendance. Broken out by Carnegie class or type of college
Table 10.3.3 Rate "Post Reach" metric for its apparent impact on college applications and attendance. Broken out by Public or private status
Table 10.3.4 Rate "Post Reach" metric for its apparent impact on college applications and attendance. Broken out by Annual Tuition, $
Table 10.3.5 Rate "Post Reach" metric for its apparent impact on college applications and attendance. Broken out by Enrollment
Table 10.4.1 Rate "Engagement" metric for its apparent impact on college applications and attendance.
Table 10.4.2 Rate "Engagement" metric for its apparent impact on college applications and attendance. Broken out by Carnegie class or type of college
Table 10.4.3 Rate "Engagement" metric for its apparent impact on college applications and attendance. Broken out by Public or private status
Table 10.4.4 Rate "Engagement" metric for its apparent impact on college applications and attendance. Broken out by Annual Tuition, $
Table 10.4.5 Rate "Engagement" metric for its apparent impact on college applications and attendance. Broken out by Enrollment
Describe the college's team for Facebook? Is one person primarily responsible for the college Facebook page? Several? How is it handled administratively?
Table 11.1 Has the college ever done any paid advertising on Facebook?
Table 11.2 Has the college ever done any paid advertising on Facebook? Broken out by Carnegie class or type of college
Table 11.3 Has the college ever done any paid advertising on Facebook? Broken out by Public or private status
Table 11.4 Has the college ever done any paid advertising on Facebook? Broken out by Annual Tuition, $
Table 11.5 Has the college ever done any paid advertising on Facebook? Broken out by Enrollment
Table 12.1 Is the college currently doing paid advertising on Facebook?
Table 12.2 Is the college currently doing paid advertising on Facebook? Broken out by Carnegie class or type of college
Table 12.3 Is the college currently doing paid advertising on Facebook? Broken out by Public or private status
Table 12.4 Is the college currently doing paid advertising on Facebook? Broken out by Annual Tuition, $
Table 12.5 Is the college currently doing paid advertising on Facebook? Broken out by Enrollment
Table 13.1 If the college has ever done paid advertising on Facebook, how much has it spent on such advertising in the past year? (In US $)
Table 13.2 If the college has ever done paid advertising on Facebook, how much has it spent on such advertising in the past year? (In US $) Broken out by Carnegie class or type of college
Table 13.3 If the college has ever done paid advertising on Facebook, how much has it spent on such advertising in the past year? (In US $) Broken out by Public or private status
Table 13.4 If the college has ever done paid advertising on Facebook, how much has it spent on such advertising in the past year? (In US $) Broken out by Annual Tuition, $
Table 13.5 If the college has ever done paid advertising on Facebook, how much has it spent on such advertising in the past year? (In US $) Broken out by Enrollment
Table 14.1 Which phrase best summarizes your attitude towards paid advertising on Facebook for your college?
Table 14.2 Which phrase best summarizes your attitude towards paid advertising on Facebook for your college? Broken out by Carnegie class or type of college
Table 14.3 Which phrase best summarizes your attitude towards paid advertising on Facebook for your college? Broken out by Public or private status
Table 14.4 Which phrase best summarizes your attitude towards paid advertising on Facebook for your college? Broken out by Annual Tuition, $
Table 14.5 Which phrase best summarizes your attitude towards paid advertising on Facebook for your college? Broken out by Enrollment
Table 15 Does the College track the relationship between any of the following variables and tendency to apply to or attend the college?
Table 15.1.1 Does the College track the relationship between Number of Times Facebook Site is visited and tendency to apply to or attend the college?
Table 15.1.2 Does the College track the relationship between Number of Times Facebook Site is visited and tendency to apply to or attend the college? Broken out by Carnegie class or type of college
Table 15.1.3 Does the College track the relationship between Number of Times Facebook Site is visited and tendency to apply to or attend the college? Broken out by Public or private status
Table 15.1.4 Does the College track the relationship between Number of Times Facebook Site is visited and tendency to apply to or attend the college? Broken out by Annual Tuition, $
Table 15.1.5 Does the College track the relationship between Number of Times Facebook Site is visited and tendency to apply to or attend the college? Broken out by Enrollment
Table 15.2.1 Does the College track the relationship between Length of Time Between Site Visits and tendency to apply to or attend the college?
Table 15.2.2 Does the College track the relationship between Length of Time Between Site Visits and tendency to apply to or attend the college? Broken out by Carnegie class or type of college
Table 15.2.3 Does the College track the relationship between Length of Time Between Site Visits and tendency to apply to or attend the college? Broken out by Public or private status
Table 15.2.4 Does the College track the relationship between Length of Time Between Site Visits and tendency to apply to or attend the college? Broken out by Annual Tuition, $
Table 15.2.5 Does the College track the relationship between Length of Time Between Site Visits and tendency to apply to or attend the college? Broken out by Enrollment
Table 15.3.1 Does the College track the relationship between Length of Time Spent on Facebook Site and tendency to apply to or attend the college?
Table 15.3.2 Does the College track the relationship between Length of Time Spent on Facebook Site and tendency to apply to or attend the college? Broken out by Carnegie class or type of college
Table 15.3.3 Does the College track the relationship between Length of Time Spent on Facebook Site and tendency to apply to or attend the college? Broken out by Public or private status
Table 15.3.4 Does the College track the relationship between Length of Time Spent on Facebook Site and tendency to apply to or attend the college? Broken out by Annual Tuition, $
Table 15.3.5 Does the College track the relationship between Length of Time Spent on Facebook Site and tendency to apply to or attend the college? Broken out by Enrollment
Table 15.4.1 Does the College track the relationship between Viewership of specific site content and tendency to apply to or attend the college?
Table 15.4.2 Does the College track the relationship between Viewership of specific site content and tendency to apply to or attend the college? Broken out by Carnegie class or type of college
Table 15.4.3 Does the College track the relationship between Viewership of specific site content and tendency to apply to or attend the college? Broken out by Public or private status
Table 15.4.4 Does the College track the relationship between Viewership of specific site content and tendency to apply to or attend the college? Broken out by Annual Tuition, $
Table 15.4.5 Does the College track the relationship between Viewership of specific site content and tendency to apply to or attend the college? Broken out by Enrollment
Table 15.5.1 Does the College track the relationship between Use of Paid Facebook advertising and tendency to apply to or attend the college?
Table 15.5.2 Does the College track the relationship between Use of Paid Facebook advertising and tendency to apply to or attend the college? Broken out by Carnegie class or type of college
Table 15.5.3 Does the College track the relationship between Use of Paid Facebook advertising and tendency to apply to or attend the college? Broken out by Public or private status
Table 15.5.4 Does the College track the relationship between Use of Paid Facebook advertising and tendency to apply to or attend the college? Broken out by Annual Tuition, $
Table 15.5.5 Does the College track the relationship between Use of Paid Facebook advertising and tendency to apply to or attend the college? Broken out by Enrollment
In addition to metrics such as "likes" or "unique visitors", how does the college get beyond these numbers and find other, more subjective measures of evaluating the effectiveness of its Facebook page as a way of attracting or retaining students?
Which higher education institution Facebook pages do you particularly admire and why?
What information sources – ezines, blogs, websites, webinars, conferences, books, articles, etc., -- have been most useful to your organization in establishing a Facebook presence? Please be as specific as possible. If you mention a conference or webinar, name it and if possible, the organizational sponsor.
In your experience what are the best decisions that your college has made about its Facebook page or pages?

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