Although some colleges are making progress in integrating new technology into their recruitment practices, many still lack an understanding of how to utilize modern communication tools, including social media sites such as Twitter effectively. This study explored whether there is a relationship between twitter usuage and recruitment at U.S. colleges/universities and if there are differences in perceptions of the effectiveness of the medium as a communication tool and a recruitment tool. The study was a non-experimental, descriptive survey design that sought to explore perceptions and make generalizations. The participants came from two separate samples: Twitter users and members of an electronic mailing list for EDTECH. Quantitative data were collected using a survey developed for the study and analyzed using a factorial ANOVA, a t-test, one-way ANOVAs and a Pearson correlation. Overall, results indicate that Twitter is being utilized minimally to receive admission information from colleges/universities but there is a relationship between number of tweets per week and Twitter usage for college/university recruitment as measured by the number of college/university admission offices followed on Twitter. The results may help college admission offices better utilize Twitter to communicate with users as suggestions are given on how to more effectively market the medium to those interested in receiving admission information.
October 1, 2013
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