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This report is the outcome of a statistically valid study of four-year accredited colleges in the United States. The study examined these schools to detail their adoption of social media tools and technologies. It also looked at how using social media affected their budgets and how their investment in social media would look in the next year. What emerged is the first data documenting a cost reduction associated with using social media to recruit and a decision to increase investments in these technologies. Admissions directors report that social media is more efficient than traditional media.
This report was originally distributed by the Society for New Communications Research, which officially merged with The Conference Board in January 2016.