eSchool News  

Massive social media advertising campaigns have proven effective for colleges and universities large and small, and a new analysis shows that institutions that invest the most in social media ads spend less per student on marketing than do campuses who stick to traditional strategies.

Campuses considered “moderate-to-heavy” investors in social media marketing to alumni and current and prospective students—using popular sites like Facebook, Twitter, and LinkedIn—spend $83 per student on advertising costs, while “light-to-non-investors” spend $121 per student, according to a study released last month by the Council for Advancement and Support of Education (CASE) and Lipman Hearne, a Washington, D.C.-based marketing and communications firm that serves nonprofit organizations.

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