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TERMINALFOUR Global Higher Education Survey reveals Facebook Maintains Dominance while Twitter Struggles

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TERMINALFOUR Global Higher Education Survey reveals Facebook Maintains Dominance while Twitter Struggles with 77% of respondents stated that Facebook is most responsible for driving conversion (71% in 2015)

Boston, September 27th, 2016: TERMINALFOUR, the digital marketing and web content management platform for higher education, today announced results of its Global Higher Education Survey which shows that Facebook remains the dominant social media platform in higher education marketing and recruitment efforts. It’s number one for driving conversion (77%); number one for driving engagement (64%) and number for future allocation of resources (49%).

The survey of 377 higher education professionals revealed Facebook is significantly ahead of the competition with regards conversion on higher education websites. The results show Facebook with 77%, Twitter 12% (a fall from 21% in 2015), YouTube with 3%, Instagram with 2%, and LinkedIn with 1% and Snapchat with 1%.

64% of respondents stated that Facebook is the social media channel that receives the most engagement from students and prospects (i.e. comments, likes and shares). This is a small drop for Facebook from last year (66%) but the most significant change was the competition for second place. Twitter lost out on its number two spot from last year (falling from 22% in 2015 to 14% in 2016) with Instagram moving up the rankings (increasing from 8% in 2015 to 17% in 2016).

The survey highlighted intentions regarding investment of time and consideration over the next twelve months and Facebook continues to lead the way with 49% (an increase from 44% in 2015), followed by Instagram at 15% (an increase from 11% in 2015), then Twitter at 13% (a fall from 29% in 2015). The top four is rounded out by Snapchat with 9% (an increase from 1% in 2015).

Piero Tintori, CEO and founder, TERMINALFOUR, said, “It’s clear that Facebook is maintaining its dominance in higher education social media marketing and there are no indications that this is changing. The big surprise for us was the decline of Twitter. It’d be foolish to write Twitter off but it’s definitely losing ground to more visually led media like Instagram and Snapchat.”

Anecdotally this is what we’ve been hearing on the ground. As higher education marketing teams endeavor to drive and encourage student generated content, these platforms are favored by the 18-24 age profile and therefore it makes sense target them and invest in them”, he continued.

The survey revealed that traditional marketing activities (i.e. print advertising, billboards, TV/Radio) are still maintaining their relevance but there is a definite fall in importance since the 2015 survey. 19% of respondents stated traditional marketing is very important (a fall from 23% in 2015), 61% stated it’s still fairly important ( a fall from 63% in 2015), 13% said it’s no longer important (an increase from 8% in 2015 and just 6% said it’s as important as online marketing efforts.

To download the full 2016 Higher Education Web Survey Report click here.