Survey of Use of Facebook in Higher Education Marketing

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?

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.