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Katie Cochran
Spring 2016
IT Trends and Issues
Dr. Colton Cockrum
Final Paper- The Impact of Social Media on College Campuses

Imagine two college students. One male, one female, one is a senior, the other is a
freshman. As one plans to graduate, the other plans to find where they fit in and what they can

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contribute to their institution. As each one of them navigates their way through the beginning of
higher education to the end of it, each one will find social media to be fitting with their personal
plans. The soon to be graduate can keep up with the latest graduation announcements, can
announce his graduation, and can keep up with class mates that are also graduating with the ease
of typing a hashtag followed by a string of words. The freshman can find out which
organizations are active on campus, can find out where to go for events, and can even meet other
students through social media groups and also, the hashtag followed by a string of words.
Now, imagine the faculty behind those hashtags, the professors that seek the knowledge
of social media to invite and involve their students in active participation in class. Professors
may stay logged onto social media websites for the duration of their class lectures for students to
send questions to, or they could open up a class discussion to be held on social media for the
public to view the discussion and have the ability to input their ideas into the courses discussion.
Whether you are a professor, soon to be graduate, a freshman student new to the world of
higher education, or even the president of an institution, social media impacts our daily lives on
campus and in our personal homes. As technology improves and social media grows, higher
education continues to grasp on to the ability to also improve by using social media. The
following research will go through the history of social media, the entrance of social media
technology on college campuses, the impacts that social media has had on higher education, and
the future of social media and higher education.
Two things in life are constant: technology will continue to grow and higher education
will continue to reform to face the wave of incoming students every year. It seems that every
year, the faculty gets one year older, the freshmen get one year younger, and technology gets one
year more advanced. If there isnt a new tablet, laptop or cell phone being released every week,

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there seems to be a new operating system that is being released. Technology has allowed higher
education institutions to grow not only course offerings through online courses, but also to grow
in forms of marketing and reaching the prospective students. Perhaps one of the most
invigorating forms of technology that has not only grasped a hold of society, but also aspects of
higher education institutions is social media. Social media has made a significant impact on
higher education institutions by beginning to market in a way previously untouched, allowed
professors to interact and hold course sessions over the internet, and has also expanded campus
organizations by allowing social media to be used as a prop for their message.
While technology is a term that spans across all nations and can be inferred and
understood under different meanings, social media often times means the same thing to the
majority of society upon hearing the term. Social media has allowed technology across the world
to transform, connecting people from country to country within a matter of seconds, or the blink
of an eye. Social medias usage has increased to becoming a multi platform concept, with most
users of social media being a user of two or more websites; more than half of the United States
adults are members of social media websites, and over half of college students are using
LinkedIn, a social media resume website (Duggan et. al, 2014). Perhaps social media is
technology, or technology is social media; but one thing remains: higher education is being
transformed by social media and will continue the transformation process with social media to
maintain relevance and to continue to be noticed by students across the nation that previously
were recruited in alternate ways.
The Profound History of Social Media before its impact on Higher Education
Social media has roots extending back to 1996 with a website called 6 Degrees. Six
degrees was the first system that allowed groups of people from across the world to befriend

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someone else that they had never seen or met along with groups of people that they have
previously met. As six degrees began to alter the intentions of the internet, blogging and instant
messaging began to appear. Once again, society was faced with a new form of the internet that
was previously unspoken of and not thought of other than by the creators of social media (Terrel,
2015).
By the year 2000, over one hundred million people were utilizing the internet, many
times through the form of social media. No longer were the days of taboo surrounding people
talking to other people from across the globe. By 2003, MySpace was created, and finally, in the
year 2005, Facebook and Twitter were created and became highly popular and influential over
night.
As social media continued to grow and groups of people began connecting across the
world from each other, those same people began to rely on social media for social interactions.
Sharon Gaudin speaks of how 2009 became The Year of the Social Networks. In April of 2009,
facebook users spent 13.9 billion minutes on the website, with multiplied the amount of 2008 by
700%. Twitter, on the other hand, witnessed an increase in activity of over 131% (Gaudin, 2009).
As youth, as well as adults, became more and more dependent on social media, there was only a
matter of time before higher education institutions saw the effects of social media.
The impacts of Social Media on Students and Higher Education
As MySpace, Facebook and Twitter became popular over night in the year 2005,
beginning around the year 2009, students entering the higher education system were coming in
expecting something that had never been requested before: online and social media avenues to
the university and for those avenues to maintain being opened throughout the duration of their
courses at the university. Students could now (and expected) to connect with their roommate

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prior to meeting them on campus. Websites such as Rate My Professor became popular, offering
students and inside look into the classroom prior to stepping foot in the classroom, and finally:
higher education institutions were offered new forms of marketing and interactions with
prospective and current students alike. As Generation Z (late 1990s-early 2000s) begins to
enter and leave high school, exploring universities is being done in a way previously unheard of.
No longer are the days of students arriving to a campus for their first official tour without seeing
anything the university prior. Students are arriving after looking at pictures online, examining
campus maps, and taking virtual tours. So as the culture surrounding students arrivals to
campuses continues to transform, universities must rise to the challenge of maintaining
popularity as students begin to first tour the campuses using social media and other websites.
The University of Cambridge allowed social media to highlight their campus by creating
a video and sharing it online. What seemed like a typical modern day task turned into a piece of
art for the university that has been shared over three-hundred times and viewed over onethousand times has turned into more than just a piece of art, but as a means of showing off the
beauty of their campus in an attempt to garner attention and attraction towards the university. As
far as the money that was put into this, as usual, social media usage allowed for a cost effective
measure. The university was able to use portions of videos that were already shot and being used
for other forms of entertainment on the campus, and they were then compiled and combined. The
university of Cambridge was not only able to market themselves for free, upload it to the internet
for free and create opportunities for potential students to see the beauty of the university as well
as the ability to learn more about the campus, but they were able to do all of this with no budget
(Milbrath, 2015). With the average billboard costing $500, the average commercial on a local
channel costing anywhere between $200 and $1,500, anytime a school can fully improve on

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recruiting techniques while not utilizing much of their budget or any of their budget, theyre able
to take one step ahead of the other schools they recruit against, theyre able to utilize their talents
on campus for the betterment of the university, but theyre also able to constrain their tight
budget for other forms of recruitment that have yet to become popular through social media, such
as post cards, written letters, and mailed out packets of information.
Research performed by Paul A. Tess out of the University of Minnesota in his study The
Role of Social Media in Higher Education Classes (real and vitual)- A Literature Review in
2013, Tess examined the role of social media in higher education classrooms. As he examined
different forms of social media, he found that college students preferred social media websites
such as LinkedIn over others, including Facebook (Tess, 2013). Much of this outward growth
away from Facebook and into Linkedin allowed students to explore active learning and future
thinking. No longer are students coming to higher education in hopes of simply connecting with
their peers, but they are now entering higher education in hopes of connecting with faculty, staff,
and peers that will allow them to consume knowledge and prepare a future in the workforce,
even through the usage of social media. Selwyn (2010) argued that three concepts should
motivate the use of social media in higher education: the apparently changing nature of the
student who comes to the university high connected, collective and creative; the changing
relationship that todays university learner has with knowledge consumpion, knowledge
construction, and formal education; the deemphasis of institutionall provided learning and
emergence of user-driven education (Tess, 2013). As students entering higher education are
expecting to have a connected education in regards to social media and other forms of
technology, the implications of social media on higher education have continued to transform the
face of higher education. From recruiting students online to allowing students to create

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organizations and recruit for organizations online, the face of higher education could truly be a
parallel universe, halfway in the classroom and on campus and the other half on technology and
through the form of social media.
Some of the implications from social media on higher education institutions appear in the
way universities market now. Research performed by Barnes and Mattson titled Social Media
and College Admissions: The First Longitudinal Study, was performed in order to
examine the differences in admissions offices in higher education from one year to the next and
how prevalent social media had become in one year. From the year 2007 to 2008, familiarity
with social networking rose by 8%, blogging went down by 7%, bulletin boards and podcasts
decreased, while videoblogging increased by 20% and wikis increased by 5% (Barnes &
Mattson, 2008). No longer are billboards and flyers the main form of marketing, but the usage of
social media to gain attraction towards specific programs at the university is now one of the
necessities for institutions to keep up with other institutions in the age of technology and social
media. In recent years, it has become more and more popular for universities to have youtube,
LinkedIn, Facebook, and twitter pages that allow students to interact with the university on an
immediate and first name basis. As universities create these pages, so are administrators and
faculty members. Some classes are so plugged in that the professor expects the students to
actively participate in online discussion over twitter or Facebook, or the professor puts their
assignments up over social media in an attempt to keep students notified and up to date on the
happenings in the course. The more that students, faculty and staff rely on technology and social
media to utilize in their courses, the connected the campus community becomes. Students can
maintain contact with their classmates outside of the classroom, they can immediately reach their
professor for assistance, and they can do classwork at any point in their day simply by logging on

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and getting plugged in. The impacts of social media on higher education have been neverending,
offering possibilities for students across the world to interact, connect, and be introduced to new
forms of higher education previously untouched.
Successful Social Media interactions in Higher Education
Facebook is the number one social media network for teenagers ranging from thirteen
through seventeen, one of the most prime targets for higher education institutions (Smith, 2015).
As universities continue to begin recruitment at younger ages, and as public k-12 school systems
and state governments begin to encourage younger ages to begin to think about universities
through programs such as Tennessee Readiness and more, Facebook will continue to climb the
ranks in being used as a recruitment tool for universities. Smith offers five possible reasons for a
higher education institution to use facebook: build digital communities through groups to
decrease gaps, show (and create) campus culture, promote upcoming events, encourage and
garner support for athletic teams, and keeping potential students informed with campus news and
announcements. The most important aspect of these possibilities for using Facebook is that its
all free advertising and marketing that can do wonders for the universities recruitment and ability
to retain students.
Researchers out of Malaysia in 2015 performed research titled The Role of Social
Media for Collaborative Learning to Improve Academic Performance of
Students and Research in Malaysian Higher Education. The three researchers were
seeking information about how collaborating learning and social media could impact the students
academic careers. They found that not only was there a higher relationships with their peers once
social media was invited into the classroom, but also that their academics increased due to the
connection that social media allowed (Al-Rahmi, Othman & Yusuf, 2015). In the same likeness,

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in the article To Use or Not to Use? Social media in Higher education in

developing countries found that social media can bridge the widening divide between
institutions and students through the development of social media on college campuses in
developing countries (Sobaih Moustafa, Ghandforoush and Khan, 2016).
J.S. Stansel for the University of Central Arkansas created a Facebook page for
international students at the university to ask questions, create a community amongst their peers,
and to make and review announcements from the campus. He now has more than 1,300 likes and
even claims to have high levels of engagement on the page (Smith, 2015). Something as simple
as a Facebook group is offering the support necessary to ensure that all students are welcomed to
an inclusive campus; and in the age of technology that we currently live in, its not uncommon
for these bonds to first be created through the internet prior to face-to-face contact. As the
University of Central Arkansas took the first step towards utilizing social media to improve their
campus climate towards foreign students, their options become endless in what can be
accomplished for other students. The best step to take towards improving social media usage and
allowing the social media usage to improve campus climates is to take the first step, allow the
success of the first step to propel university faculty and staff to continue to rely on social medias
efforts, and to see where social media can allow a campus community to travel to as a campus
family.
One university that is allowing social media to guide the universities path is Ohio State
University. Their facebook page has 670,000 likes, their twitter has 165,000 followers, they
utilize youtube to publish all official videos produced by the university, their LinkedIn has over
300,000 followers, and their Instagram has over 85,000 followers. Ohio State University utilizes
social media so well that they have become a benchmark university for other universities

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utilizing social media. They offer a picture of the day, and organization of the day, and they
maintain constant communication with students and potential students. On top of offering
different measures to keeping students invited to campus life through social media, the university
has released their strategy for social media.
Their first step is to share their best stories. They are constantly changing the tone of their
pictures and posts to keep it fluid and to allow all students to feel fully represented. They then
keep it fully social, by calling their social media measures listening and learning. Not only
does the university post graphics, videos and news, but they respond and listen to the willingness
of the students in regards to what is posted and how it is responded to. Their third step is to act as
One university, the One Ohio State University. This includes keeping students updated with
the latest news and actions on the campus through forms of social media, such as hashtags and
connecting with other universities to share their news. This allows students to not only feel
connected to the campus, but to feel connected to the inner workings of the campus, faculty and
staff. Step six includes taking risks. Not only do they take the first step in utilizing social media
as a part of their campuses campaign, but this allows them to monitor and examine the students
response prior to other universities utilizing that specific form of social media. One way that the
university measures students interest in their social media measures is through hootsuite, which
allows them to get an inside look at what forms of social media work, what information that they
release is utilized, and whether or not they should continue using a program or not. Their final
step towards their social media impact is in the timing of when they release specific portions on
their social media websites. Immediately before a big sports game begins that their team is a part
of, they release their historic chant O-H! in an attempt to conjure up the most fan support
possible, or when they release a major piece of news information; the university carefully plans

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out when it is released and how that specific time can reach the majority of their students and
potential students (OSU, 2016). While these measures work for Ohio State University, they may
not work for every university. Thus, while universities should follow in the footsteps of the
success social media campaigns that Ohio State has run, it is also vital that other universities find
their specific niches and utilize them to the best of their ability when examining the possibilities
that social media can offer an institution.
How social Media can impact declining enrollment and Attrition rates
As higher education sees the trend of attendance decline or remain constant at one level
for a long period of time, there is a need to look at the environment of the technology dependent
world and allow that to enter campuses. From 2012 through 2023, the NCES projects that the
rate of increasing college enrollment with students under the age of twenty-five to be 12%,
though that is compared to 20% for students aged twenty-five or older (USDEC, 2013). As older,
non traditional students begin to enter campuses across the nation, its more vital than ever that
higher education institutions are fully preparing them for the world of technology and
technologically advanced education. In Students Perceptions and Experiences of
Social Media in Higher Education, researchers found that when social media is involved,
students will feel more welcoming and willing to utilize tools that social media offers higher
education (Neier & Zayer, 2015). While this research doesnt lead us to a definitive answer of
whether or not social media can single handedly cause more people to yearn for higher
education, it can lead one to believe that the positive impact that social media can have on
students views of higher education can lead to an upswing in enrollment rates and a downswing
in attrition rates.

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Social media allows colleges and universities to not only communicate and reach students
from across the world, but to also brand and market themselves in a world that is becoming more
and more digital and less and less face to face. As enrollment numbers of higher education
continue to stay steady or only slightly rise on a year-to-year basis, it is imperative that in order
to maintain efficiency and relevancy, universities must grasp on to the skill set of utilizing social
media. As students entering university settings become more and more involved with social
media, the more universities enact programs through social media, there is much more of an
opportunity for students to feel invited to work and perform in those programs. The more
involved students become on campus, including digital inclusiveness, there will be a higher
probability of universities not seeing attrition rates due to the inclusive nature that the campus
creates through technology and social media.
As well as students feeling connected to their campus community, it is also imperative
that professors create lines of connection through their professional social media webpages that
allow for students to feel connected in their course work as well. Some professors may create
hash tags that allow students to tag academic work or view submissions of academic work
(Gupta, 2015). As students are able to see that their professors care enough to create this type of
environment, they are also able to connect with eachother; gain ideas from others work, and be
connected to work that previously was not seen prior to the use of technology in the classroom
and social media assisting that technology. As well as students being given opportunities through
social media use in the classroom, Scot Talan, an assistant professor at American University also
stated the following in regards to the positive addition to their classrooms through social media:
One of the main reasons behind professors adapting to social media in the classrooms is that
they can do marketing via social media. Not only are they able to make the work easy but also

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are branding themselves professionally, creating a name for them in the community. Facebook
pages, twitter accounts, various blog sites and YouTube channels are the examples where you can
see professors doing excel in their steam. These platforms are highly accessed and hence can
help professors in getting the high reputation. Who wouldnt want that? Get known for your
work while working! (Gupta, 2015).
On top of professors allowing their students to connect with them through social media,
many may use social media as a means to create attraction for their specific program. A survey
performed by the Babson survey research group and Pearson that reached out to 4,000 professors
in higher education across the nation found the following statistics:

64.4% of faculty use social media for their personal lives, 38.8 percent use it for teaching.

41% for those under age 35 compared for 30% for those over age 55 reported using social
media in their teaching.

Faculty in the Humanities and Arts, Professions and Applied Sciences, and the Social
Sciences use social media at higher rates than those in Natural Sciences, Mathematics and
Computer Science.

Blogs and wikis are preferred for teaching, while Facebook or LinkedIn are used more
for social and professional connections.

88% of faculty, regardless of discipline, reported using online video in the classroom
(Gupta, 2015).

As these statistics leave the taboo online environment in the past and enter a new era of social
media on college campuses, Gupta (2015) explains that the missing piece of puzzle for
admissions departments, enrollment departments, public relations and students services
departments is the use of social media and the engagement of students through social media. The

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addition of social media on college campuses has proven to be effective and cost efficient for the
majority of college campuses that use social media in the correct manner, yet the steady decline
of enrollments across the nations university system continues to go down. As social media is not
the answer, inaction is also not the answer. Social media, therefore, is the action to propel the
positive alterations to the enrollment crisis to universities suffering from lowered enrollment
numbers in an attempt to revitalize a campus community that is in need of major revitalization in
an effort to stay afloat.
Arguments against Social Media in Higher Education
For the majority of the research presented above, social medias positive influence and
ability to impact higher education has been shown. As it is with all movements in the history of
the world and higher education also, there is also a portion of higher education professors,
administrators, and students that feel that the use of social media in the classroom and on the
campuses provide more harm than good, thus creating a divide in the nature of higher education
and the future pathway of higher education and whether it includes social media or does not.
While specific institutions can allow for social media to be used in positive terms, students can
often times find themselves in trouble on their campus due to their activities performed on the
campus that become symbols of the university through social media.
Samantha Goudie, a student at the University of Iowa, was arrested at a football game on
campus due to running onto the football field in the middle of a game. Upon arriving to jail, her
blood alcohol content level was .341. What could have been a learning opportunity for this
student quickly turned into a celebration through social media, much of which reflected poorly
on the university, despite the university having no prior knowledge to Ms. Goudies drinking
levels or that her plan was to run across the football field during the game (Kennedy, 2015). The

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University of Iowa released a statement, though the stigma still exists of the University of Iowa
being more informal than alternative institutions in the state, a reputation that the university was
never put into a position to defend prior to the influx of social media. In the same sense, social
media has become a hotbed on college campuses of students sharing misinformation, as
researched by Xinran et al., for the following reasons: 1) students using social media for their
own satisfaction and joy, not for the betterment of their community, 2) socializing, 3) information
seeking, or 4) status seeking (Xinran et. al., 2015). As social media becomes abused in this
manner on college campuses, one must ask themselves: is it still beneficial to utilize this tool on
college campuses worldwide?
As universities suffer through setbacks due to social media usage on their campus and
students abuse of social media on campus, one application of social media has recently garnered
negative attention on multiple news sources from across the nation looking into the use of the
application Yik Yak. Yik Yak is an app for smart phones that allows people, college students in
particular, to post anything anonymously within a ten-mile radius of where they are. Though yik
yak can be used anywhere, the generation that it seems to have caught on to the most has been
college students. What sounds like a normal app for a college campus has taken an ugly turn, as
it has recently been used for racial slurs, hate speech, and vicious rumors. The universities in
Chicago, New Mexico and Vermont have been Yik Yak (Finney, 2014). Though these universities
have grown and the list has grown, many faculty, staff and some students have asked for the app
to be completely disabled at all universities across the nation. While universities continue to
grasp on to the technology and social media bandwagon, Nancy Burns at Drake University stated
the following quote in reference to social media and technology on college campuses, and the
harm it can create: When you strip away that human contact, there is a tendency to stop thinking

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about the receiver of your message as another person with a life and feelings (Finney, 2014).
Have college students and campuses allowed that to happen? That at universities across the
nation, students have disassembled the face to face contact and replaced it with talk- some good
and some bad- that allows for society to enter into an open hunting season as some may call it?
While universities and colleges alike have taken a stand against hate speech and crude remarks
via social media, many faculty, staff and students fear that apps like Yik Yak will continue to
defy the expectations of social media and lower the bar for students across the nation.
Conclusion on Social Media on college campuses across the nation
While social media has become a way of life for many students here in the U.S. and
many across the world, universities across the nation should take a deeper look into the world of
social media and its effects on students. Walk into any classroom across the nation, and the
natural observer may witness someone slunked over in their desk, head down, scrolling through
their phone. As higher education continues to become more and amore prevalent, and as the
importance of higher education continues to rise, faculty and staff at universities must take a
stand against the negative forms of social media and allow for it to be used in the proactive,
positive manners that it is known to work for. Whether it be a new marketing hashtag on a
university website, or the ability to connect with students across the campus, social media can be
used for the best possible purposes when contained.
Should universities ban all social media from their internet servers? Of course not! But in
order to create an intentionally positive, inclusive campus; it is vital that the future of higher
education does not hinge on the growth of social media, but that the growth of social media
hinges on the growth of higher education. Place it in the hands of the educational field, and while
not perfect, it can be improved, positive and useful for universities across the nation.

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