Study: B-Schools Need a Better Handle on Using, Tracking Social Media

A study on the usage of social media by the top MBA programs in the United States shows that while all are using Facebook for recruiting and marketing their programs, most of them don’t do any ROI assessment of the social media tools they employ to bring in prospective students. Nor do most tap the potentially best resource: Just a few schools are using downloadable mobile apps, even though these are rated among the most effective tools studied.

Last year, we wrote about how undergraduate colleges are using social media. The same group from University of Massachusetts at Dartmouth’s Center for Marketing Research, led by Dr. Nora Barnes, has recently