Colleges still measuring social media ROI with 'crude' metrics
- According to the findings of the 2012 CASE Social Media Survey, the methods colleges use to measure the success of their social media usage haven't grown any more sophisticated in recent years despite officials' feelings that social media outlets are beneficial to meeting institutional goals.
- The findings are based on responses from 1,187 members of the Council for Advancement and Support of Education (CASE), and not much has changed since the survey was first offered in 2010.
- Officials still use the most visible, and crudest, metrics for evaluating social media usefulness, including: number of active friends, likes, members, participants or comments.
From the article:
College officials remain as faithful as ever that social media outlets are useful to achieving institutional goals, and that their own institutions' efforts have been successful. But measuring usefulness remains a challenge, and the methods colleges are using to gauge success have not grown in sophistication in recent years. These are the findings of the 2012 CASE Social Media Survey, an annual study by the Council for Advancement and Support of Education (CASE) and the consulting firm mStoner. ...
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