Social Media is one of the hottest topics around these days. Facebook, Twitter, Linked In, YouTube etc. have all changed the way firms interact with current and prospective clients and Chicago Booth is no different. With the recent launch of two different Facebook pages, three different Twitter feeds, a LinkedIn page and even a channel on YouTube Chicago Booth has jumped into the Social Media ocean with both feet.
As we were preparing for this launch we surveyed 200 prospective Executive MBA students in an effort to learn if and how they would use social media as it related to their search for an academic program that suited their needs.
Results came back from a diverse spread of industries (32 in all) with Healthcare, Consulting and Manufacturing leading the way as well as a healthy spread of job functions (30 in all) with Information Systems, General Management and Engineering at the top. Seventy-five percent of responders were male and fifty-one percent of responders were age 26-35.
Some of the results are below:
78% of responders had an active account on Linked In (25% visit daily 50% visit weekly)
72% of responders had an active account on Facebook (38% visit daily 32% visit weekly)
30% of responders had an active account on Twitter (40% visit daily 32% visit weekly)
Responders were asked “Would you find information on educational opportunities useful on any of these platforms? (Masters programs, Certificate programs, Professional development courses, etc.)”
Linked In 72% yes/28% no
Facebook 52% yes/48% no
Twitter 35% yes/65% no
So what do these numbers mean? I think they show that prospective Executive MBA students ARE using social media regularly. Even more importantly I believe that social media isn’t just social, prospective Executive MBA students are willing to look to these sites to find important educational and professional information as well.
One of the most difficult tasks as it relates to Social Media is measuring success. We can certainly use the number of fans, members or followers as a measuring tool but that doesn’t tell the whole story. How many Facebook fans applied to the program? How many Twitter followers attended an event? How many Linked In members are part of the incoming class? We just don’t know and won’t have any actionable information for quite some time. What we do know is people are using these tools to research serious information and we are responding.
Here at Chicago Booth we have a LinkedIn page specifically for Executive MBA students. You can network with other applicants, learn about upcoming admission events and interact with staff members. We also have two terrific Facebook Pages, Considering Booth is specifically for prospective students interested in ANY for the four MBA programs at Booth and Booth Thinking a page dedicated to the discussion of current business trends and issues coming out of the University. Finally we have a dedicated twitter feed @BoothExecMBA and a YouTube Channel.
See you online!
Associate Director Marketing and Admissions
Executive MBA North America