Following a statistic validity study conducted at four major US universities, results suggest that the answer to recruiting and reaching prospective students is not through TV, radio and printed products, but through social media.
The article linked below further explains the outcome of these studies and the effectiveness of using social media.
The obvious benefit of using social media as means of marketing and communication is the fact that it extremely cost-effective. Making an account on nearly all major social media sites is free and completely eliminates production and distribution costs. In addition to utilizing a cheaper method of communicating to various markets, social media is more effective than other communication mediums in terms of response and interactivity rates as well as the ability to reach an extremely large and diverse groups of people.
As a result of the benefits social media offers, not only have 92 percent of universities adapted this form of communication into their communication efforts, but 86 percent of universities plan to increase their use of it within the next year.
It is true that with the number of people that interact on social media, it would be detrimental to positive communication to not utilize social media. However, this adaption of electronic of communication begs the question of whether or not communication will one day soon be almost entirely electronic.
This directly relates to one of the goals I have as a future Public Relations professional. I hope to maintain the value of personal relationships. While it is important to interact on social media sites, it is also important to recognize the importance and value in real relationships.