Search for the usefulness of Google+ as a marketing tool for your prospective students and you’ll come across article after article declaring it a desolate social media wasteland where lots of people have accounts but no one actually engages.
However, according to our 2012 College Bound Market Update – the most comprehensive survey of its kind with over 10,000 responses from college-bound juniors and seniors – this foregone conclusion may not apply to your prospective students. Of the social networks these students reported using during their college search process, Google+ came in a surprising third place with 45% of respondents selecting it as a source of information, beating out 4th place network Twitter with 25%. Facebook (65%) and YouTube (56%) came in first and second, respectively.
What do students use Google+ for? Mostly, they discuss with their friends where to apply. They also to use it to identify schools they might be interested in, find out if they know anyone currently attending a particular school, or learn more about life in general at a specific college.
So is it time to rethink the usefulness of that Google+ page that you’ve been neglecting? Perhaps it is.