The Global Higher Education Survey carried out by TERMINALFOUR, a digital marketing and web content management platform has revealed that Facebook still appears to be the dominant force in social media engagement.
The survey was carried out in more than 150 higher level institutions in Ireland, UK, US, Canada, Australia and South Africa and has revealed that 44% believe that Facebook will still be the most important social media platform in 12 months time.
This is followed by Twitter at 29%, Instagram at 11% along with Vine, Snapchat and Pinterest all scoring less than 1%.
Piero Tintori is the CEO of TERMINALFOUR and he said the following about the results of the survey.
“There have been lots of rumblings about Facebook losing its appeal among the millennial generation in favour of newer platforms. In fact in our 2014 survey, 27% of respondents stated that Facebook was less effective today than it was 12 months ago but the reality is that in terms of pure performance and meaningful metrics no other platform has quite stepped up to the plate.
“Facebook is clearly resonating with students and therefore higher education is responding accordingly. The challenge for other platforms, such as Twitter, Instagram, YouTube and LinkedIn, is to transcend beyond creating awareness towards driving action. As these platforms continually improve their analytics I believe they’ll become more prominent in terms of university marketing budgets however today Facebook is still proving its worth in terms of supporting student recruitment efforts.”
Results from the survey also showed that 53% of higher education institutions have invested in a website transformation project in the last five years. 32% of these projects were carried out as in-house only and 53% were a combination of in-house with external agencies.
87% of the respondents in the survey working in marketing or web roles believe that traditional marketing styles play either an important or a very important role.
You can read the full report from TERMINALFOUR by downloading it from the following link.