Are you banking on Facebook as a strategy for reaching prospective students? How about as a means to connect with current students? If so, you may be missing the mark.
More than half of Facebook’s members in the United States are age 35 or older — and fewer than 1 of every 4 are younger than 24, according to a comScore Media Metrix study cited in a recent New York Times piece. With these statistics in mind, it may make more sense to see Facebook as a platform for reaching alumni than prospective students.
But the question lingers: Which social media tool works best for reaching the traditional college-bound market? I don’t think Facebook is completely irrelevant, but neither is it the silver bullet.
Andrew Careaga 