Is Facebook Worth Your Marketing Dollars?

As marketers survey the social media landscape, Facebook seems an obvious choice for ad dollars. But a new survey says Facebook may be least effective use of your digital marketing budget. Given Facebook’s reach, it sounds dubious. After all, the social networking site boasts about 1.1 billion users worldwide. And Facebook says it has more than a million active advertisers including all of the Ad Age 100. But Facebook ranked last among digital marketers asked how satisfied they were with the business value of using 13 digital channels, including LinkedIn, Twitter and Google Plus. Read more

More Faculty Using Social Media in Teaching

Social media is moving rapidly into the classroom —  but we’re not talking about students tweeting and blogging during lectures. Rather, a growing number of faculty members are using social media to engage and instruct students.

In 2013, more than half of college faculty said they are using social media as a professional tool, up from about 45% in 2012. And 41% of those faculty members use social media as a teaching tool.

It is smart way to connect with college students. Young adults are heavy users of social networking sites. They’re also almost always connected. Among adults 18 to 34 years old, 89% use smartphones and 63% own tablets. 

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The Best Day for Email Marketing

Imagine that you’ve created a dynamic email marketing campaign, rich with content, data and images. Users will open it, forward it, and click through to your website. You’ll convert some of those users into new customers. It is a digital marketer’s ideal scenario. But what day of the week did you send out the email?

The day of the week that email marketing messages are sent out impacts both the opening rates and the click-thrus.

Fridays may be the industry’s best kept secret.

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Common Application Woes Frustrate Students, Admissions

Technical glitches with the Common Application, an online college application accepted by more than 500 institutions, is forcing many schools to delay application deadlines and frustrating anxious high schoolers.

The Common Application is using Facebook and Twitter to update users on its progress. As of Monday morning, it reported progress with some features and said it is closely monitoring the system for problems.

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Recruiting Needs a Digital Refresh

As college admissions directors worry about enrollment, digital marketing is more important than ever. Young Americans — those tech-savvy teens that colleges are trying to reach — are heavy users of mobile and social media. That means higher ed marketers need fresh digital techniques to connect.

What has universities and colleges so worried? A recent survey shows that this year, only 41 percent of admissions directors achieved their new student enrollment goals as of May 1, according to the Inside Higher Ed “2013 Survey of College and University Admissions Directors conducted with Gallup Inc. research.

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Why You Need Better Mobile Products Now

Are you mobile products as sophisticated as your website? Answer honestly. If not, you better make improvements — and fast. Smartphone and tablet usage in the US is soaring and marketers need to be ready with mobile apps and responsive websites.

The latest figures show 74% of U.S. mobile phone users now own smartphones, up from 58% in 2012, according to research firm Frank N. Magid  Associates.

Tablet penetration is climbing quickly too. Among mobile consumers, 52% now own tablets, up from 33% last year.

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Why More People Should Watch Your Videos

Online video usage is soaring, with young and older adults increasingly posting and viewing videos.  And that means fresh marketing opportunities for organizations to reach users with targeted video messages.

Among adult Internet users, 78% now watch or download videos online, up from 69% in 2009, according to new data from the Pew Research Center’s Internet Project.

In addition, 31% of adult Internet users are now posting video, up from 14% three years ago, according to Pew research.


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LinkedIn Expands to University Pages

LinkedIn is reaching out to the high school set with its new University Pages.

The new feature allows colleges to create pages for their institution, and users can connect with alumni and current students worldwide among LinkedIn’s 238 million members. So far, LinkedIn says more than 23,000 college and universities are participating.

Prospective students can get first-hand access to students, alumni and faculty, and troll school data, such as job placement after graduation.

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Want to Reach Your Students? Try Texting

Are your students missing assignments and updates? Perhaps it isn’t your messages, but the way you’re communicating. With  college-aged students favoring SMS (text) messaging and social media, universities should take notice.

Many professors use email to communicate with their students — but evidence suggests students do not check their email very often, if at all.  Students spent just six minutes a day on email, according to a recent story in The New York Times that cited an experiment done earlier this year by Reynol Junco, an associate professor of library science at Purdue. In contrast, those students spent 31 minutes on social networking sites.

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Where Are You? Mobile Location Use Growing

Listen up mobile marketers: More mobile users are taking advantage of location-based services on their devices.  According to new data from Pew Research Center’s Internet Project, 74% of smartphone owners 18 and older use their phone to get directions or other information based on their current location.

And more social media users are including location in their postings. Among social media users ages 18 and older, 30% say that at least one account is enabled to include their location in posts. That’s up from 14% of adults 18+ who said they had ever done included location in their posts just two years ago.

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