ClappingTree’s Web 2.0

HOW IMPORTANT ARE SOCIAL MEDIA and how widespread is the usage of social media among educational institutions and commercial organizations? Two recent studies by Dr Nora Barnes and Eric Mattson, as reported on Robin Good’s site, suggest that:

• The Inc. 500 companies know far more about social media than one might predict,
• Social media have arrived in American colleges, and
• The use of social in the ivory tower is outpacing even the business world.

Sixty-one percent of the academic respondents use at least one form of social media. Four of the six social media have similar adoption rates to those of corporations. Blogging is the most common form among academia, at a 33% usage rate — 14% higher than that of the Inc. 500 respondents! Wikis, on the other hand, are used by only 3% of admissions departments compared with 17% of responding businesses in the Inc. 500. (See figure below.)

INTERESTINGLY, “ADMISSIONS DEPARTMENTS feel that social media is “very important” to their future strategy in almost a 2:1 ratio to Inc. 500 businesses that feel the same way (51% compared to 26%).” Nevertheless, it’s significant to note as much as 66 percent of Inc. 500 businesses consider social media important to their marketing/recruiting strategy! (See figure below.)

It’s such a pity that I cannot conduct similar studies among academia and businesses in Singapore and/or Asia. Still, my gut feel, since the beginning of this year has been: The statistics are likely to be similar.

Notes:

• The first study was based on detailed interviews with 121 companies from the Inc. 500, an elite group of the fastest-growing companies within the United States. The respondents are diverse in industry, size and location. They include 4 of the top 10, 7 of the top 25, and 22 of the top 100 companies from the Inc. 500 list.
• The second study was also based on detailed interviews in the US, this time among 453 admissions departments. The responding institutions are diverse in student size (from under 50 students to over 50,000), annual tuition (from less than $1,000 to over $40,000), funding (69% private, 31% public) and location (49 states are represented). The sample includes well-known private schools like Duke, Carnegie Mellon, Vassar and Wesleyan as well as many large public universities from states like Arizona, Pennsylvania, Wisconsin and Massachusetts.

Afternote 7 Aug 2007: According to a page on the CATLS site (Consortium for the Advancement of Teaching, Learning and Scholarship, apparently part of University of Massachusetts, Dartmouth), Dr Nora Barnes is Chancellor Professor, Department of Marketing and Business Systems, Director, Center for Business Research. She also received the President’s Award for Public Service in 2000 for contributing to a strengthening of the southeastern Massachusetts region’s business climate by providing timely and customized responses to the problems and issues faced by employers and employees.