JOURNAL OF HIGHER EDUCATION THEORY AND PRACTICE

Fish Where the Fish Are: Higher-Ed Embraces New Communications

Tools to Recruit the Wired Generation

Author(s): Nora Ganim Barnes, Stephanie Laura Jacobsen

Citation: Nora Ganim Barnes, Stephanie Laura Jacobsen, (2012) "Fish Where the Fish Are: Higher-Ed Embraces New Communications

Tools to Recruit the Wired Generation," Journal of Higher Education Theory and Practice, Vol.12, Iss. 1, pp. 108 - 118

Article Type: Research paper

Publisher: North American Business Press

Abstract:

This study is the 4th iteration of a longitudinal look at the familiarity, usage, and attitudes towards social

media at four-year accredited US colleges and universities. The results show that schools are

increasingly making use of social media tools to research and recruit students and to monitor online

conversation about their institutions. The findings are based on 478 interviews with college admissions

officers or those handling a school’s social media program. There is continued evidence of enthusiasm

and eagerness to embrace these new communication tools as well as evidence that these powerful tools

are being utilized more effectively each year.