Use of Instagram in Higher Education Marketing, 2017-18 Edition

  • ID: 4330580
  • Report
  • 98 pages
  • Primary Research Group
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This 98-page special report presents data and commentary on how colleges and universities are using Instagram in their marketing and enrollment efforts.  The study looks at both paid and gratis use of Instagram, imparting critical hard numbers on the amount of staff time higher ed marketers are spending now and plan to spend on Instagram marketing, what features on Instagram that they are using, if they are using paid Instagram ads and, if so, how much are they spending and with what results?  The study also presents data on Instagram followers, both within and outside the college, Instagram comments and much more.  Other issues discussed include model college Instagram sites, use of consultants, use of Instagram vs. other digital marketing options, and how Instagram stacks up vis-a -vis Facebook, Twitter, YouTube, SnapChat, Pinterest, LinkedIn and other digital marketing options.

Just a few of the report’s many findings are that:

  • Nearly 49% of those sampled used Boomerang in their Instagram marketing efforts.
  • 9.3% of those sampled had used carousel ads in their paid Instagram marketing efforts.
  • Colleges in the highest tuition range, more than $41,000 per year, spent the most staff time on Instagram, a mean of 1,350.4 hours per year.
  • Survey participants with work titles suggesting a specialization in web or digital marketing such as director of digital strategies or social media marketing specialist tended to have many more Instagram followers for their college sites than those run by those with general marketing titles such as director of marketing, or general admissions department titles such as director of admissions.
  • A few of the institutions named as particularly noteworthy for their Instagram marketing efforts were; Vanderbilt University, the University of Michigan, the US Naval Academy and Indiana State University.
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THE QUESTIONNAIRE   
PARTICIPANTS LIST   
Characteristics of the Sample   
SUMMARY OF MAIN FINDINGS   
Number of Instagram Followers   
Percentage of Instagram Followers from Outside the College   
Number of Unique Visitors from Outside the College in the Past Month   
Number of Likes and Comments in the Past Month   
Use of Hyperlapse   
Use of Boomerang   
Use of Live Video   
Use of Shoppable Product Tags   
Use of Instagram Stories   
Percentage of Colleges that had Ever Done Paid Instagram Advertising   
Percentage of Colleges Currently Doing Paid Instagram Advertising   
Annual Spending on Instagram Advertising   
Expected Spending on Instagram Advertising in the Next Year   
Evaluation of Instagram Paid Advertising Experience   
Use of Carousel Ads   
Use of Photography Ads   
Use of Video Ads   
Percentage of Instagram Ads Generated from Pre-Existing Facebook Ads   
How College Marketers Rank 11 Social Media and Video Outlets as Advertising Vehicles   
Number of Staff Man Hours Per Year Spent on Instagram   
Percentage Increase or Decrease in Staff Time Spent on Instagram   
Expected Increase or Decrease in Staff Time to be Spent on Instagram in the Next Year   
Expected Change in Spending on Instagram Vs. Other Digital Marketing Options in the Near Future   
Pervasiveness of Use of Consultants in the College Instagram Effort   
Institutions Viewed as Having Particularly Noteworthy Instagram Pages or Efforts   
Table 1.1 How many Instagram followers does your main college Instagram site have?   
Table 1.2 How many Instagram followers does your main college Instagram site have? Broken out by work title   
Table 1.3 How many Instagram followers does your main college Instagram site have? Broken out by type of college or university   
Table 1.4 How many Instagram followers does your main college Instagram site have? Broken out by public or private status   
Table 1.5 How many Instagram followers does your main college Instagram site have? Broken out by annual tuition $   
Table 1.6 How many Instagram followers does your main college Instagram site have? Broken out by FTE   
Table 2.1 What percentage of your college Instagram page followers come from individuals not currently enrolled in or working at the college?   
Table 2.2 What percentage of your college Instagram page followers come from individuals not currently enrolled in or working at the college? Broken out by work title   
Table 2.3 What percentage of your college Instagram page followers come from individuals not currently enrolled in or working at the college? Broken out by type of college or university   
Table 2.4 What percentage of your college Instagram page followers come from individuals not currently enrolled in or working at the college? Broken out by public or private status   
Table 2.5 What percentage of your college Instagram page followers come from individuals not currently enrolled in or working at the college? Broken out by annual tuition $   
Table 2.6 What percentage of your college Instagram page followers come from individuals not currently enrolled in or working at the college? Broken out by FTE   
Table 3.1 How many unique visitors from outside the college did the main college Instagram site get in the last full month while college was in session?   
Table 3.2 How many unique visitors from outside the college did the main college Instagram site get in the last full month while college was in session? Broken out by work title   
Table 3.3 How many unique visitors from outside the college did the main college Instagram site get in the last full month while college was in session? Broken out by type of college or university   
Table 3.4 How many unique visitors from outside the college did the main college Instagram site get in the last full month while college was in session? Broken out by public or private status   
Table 3.5 How many unique visitors from outside the college did the main college Instagram site get in the last full month while college was in session? Broken out by annual tuition $   
Table 3.6 How many unique visitors from outside the college did the main college Instagram site get in the last full month while college was in session? Broken out by FTE   
Table 4.1 How many likes and comments in the aggregate did the main college Instagram site get in the last full month while college was in session?   
Table 4.2 How many likes and comments in the aggregate did the main college Instagram site get in the last full month while college was in session? Broken out by work title   
Table 4.3 How many likes and comments in the aggregate did the main college Instagram site get in the last full month while college was in session? Broken out by type of college or university   
Table 4.4 How many likes and comments in the aggregate did the main college Instagram site get in the last full month while college was in session? Broken out by public or private status   
Table 4.5 How many likes and comments in the aggregate did the main college Instagram site get in the last full month while college was in session? Broken out by annual tuition $   
Table 4.6 How many likes and comments in the aggregate did the main college Instagram site get in the last full month while college was in session? Broken out by FTE   
Table 5 Which of the following Instagram features does the college utilize in its marketing efforts?   
Table 5.1.1 Does the college utilize Hyperlapse in its marketing efforts?   
Table 5.1.2 Does the college utilize Hyperlapse in its marketing efforts? Broken out by work title   
Table 5.1.3 Does the college utilize Hyperlapse in its marketing efforts? Broken out by type of college or university   
Table 5.1.4 Does the college utilize Hyperlapse in its marketing efforts? Broken out by Public or private status   
Table 5.1.5 Does the college utilize Hyperlapse in its marketing efforts? Broken out by annual tuition $   
Table 5.1.6 Does the college utilize Hyperlapse in its marketing efforts? Broken out by FTE   
Table 5.2.1 Does the college utilize Boomerang in its marketing efforts?   
Table 5.2.2 Does the college utilize Boomerang in its marketing efforts? Broken out by work title   
Table 5.2.3 Does the college utilize Boomerang in its marketing efforts? Broken out by type of college or university   
Table 5.2.4 Does the college utilize Boomerang in its marketing efforts? Broken out by public or private status   
Table 5.2.5 Does the college utilize Boomerang in its marketing efforts? Broken out by annual tuition $   
Table 5.2.6 Does the college utilize Boomerang in its marketing efforts? Broken out by FTE   
Table 5.3.1 Does the college utilize Instagram Live Video in its marketing efforts?   
Table 5.3.2 Does the college utilize Instagram Live Video in its marketing efforts? Broken out by work title   
Table 5.3.3 Does the college utilize Instagram Live Video in its marketing efforts? Broken out by type of college or university   
Table 5.3.4 Does the college utilize Instagram Live Video in its marketing efforts? Broken out by public or private status   
Table 5.3.5 Does the college utilize Instagram Live Video in its marketing efforts? Broken out by annual tuition $   
Table 5.3.6 Does the college utilize Instagram Live Video in its marketing efforts? Broken out by FTE   
Table 5.4.1 Does the college utilize Shoppable Product Tags in its marketing efforts?   
Table 5.5.1 Does the college utilize Instagram Stories in its marketing efforts?   
Table 5.5.2 Does the college utilize Instagram Stories in its marketing efforts? Broken out by work title   
Table 5.5.3 Does the college utilize Instagram Stories in its marketing efforts? Broken out by type of college or university   
Table 5.5.4 Does the college utilize Instagram Stories in its marketing efforts? Broken out by public or private status   
Table 5.5.5 Does the college utilize Instagram Stories in its marketing efforts? Broken out by annual tuition $   
Table 5.5.6 Does the college utilize Instagram Stories in its marketing efforts? Broken out by FTE   
Table 6.1 Has the college ever done any paid advertising on Instagram?   
Table 6.2 Has the college ever done any paid advertising on Instagram? Broken out by work title   
Table 6.3 Has the college ever done any paid advertising on Instagram? Broken out by type of college or university   
Table 6.4 Has the college ever done any paid advertising on Instagram? Broken out by public or private status   
Table 6.5 Has the college ever done any paid advertising on Instagram? Broken out by annual tuition $   
Table 6.6 Has the college ever done any paid advertising on Instagram? Broken out by FTE   
Table 7.1 Is the college currently doing paid advertising on Instagram?   
Table 7.2 Is the college currently doing paid advertising on Instagram? Broken out by work title   
Table 7.3 Is the college currently doing paid advertising on Instagram? Broken out by type of college or university   
Table 7.4 Is the college currently doing paid advertising on Instagram? Broken out by public or private status   
Table 7.5 Is the college currently doing paid advertising on Instagram? Broken out by annual tuition $   
Table 7.6 Is the college currently doing paid advertising on Instagram? Broken out by FTE   
Table 8.1 If the college has ever done paid advertising on Instagram, how much has it spent on such advertising in the past year? (in $)   
Table 8.2 If the college has ever done paid advertising on Instagram, how much has it spent on such advertising in the past year? Broken out by work title   
Table 8.3 If the college has ever done paid advertising on Instagram, how much has it spent on such advertising in the past year? Broken out by type of college or university   
Table 8.4 If the college has ever done paid advertising on Instagram, how much has it spent on such advertising in the past year? Broken out by public or private status   
Table 8.5 If the college has ever done paid advertising on Instagram, how much has it spent on such advertising in the past year? Broken out by annual tuition $   
Table 8.6 If the college has ever done paid advertising on Instagram, how much has it spent on such advertising in the past year? Broken out by FTE   
Table 9.1 How much do you plan to spend on paid Instagram advertising in the next year? (in $)   
Table 9.2 How much do you plan to spend on paid Instagram advertising in the next year? Broken out by work title   
Table 9.3 How much do you plan to spend on paid Instagram advertising in the next year? Broken out by type of college or university   
Table 9.4 How much do you plan to spend on paid Instagram advertising in the next year? Broken out by public or private status   
Table 9.5 How much do you plan to spend on paid Instagram advertising in the next year? Broken out by annual tuition $   
Table 9.6 How much do you plan to spend on paid Instagram advertising in the next year? Broken out by FTE   
Table 10.1 Which phrase best summarizes your attitude towards paid advertising on Instagram for your college?   
Table 10.2 Which phrase best summarizes your attitude towards paid advertising on Instagram for your college? Broken out by work title   
Table 10.3 Which phrase best summarizes your attitude towards paid advertising on Instagram for your college? Broken out by type of college or university   
Table 10.4 Which phrase best summarizes your attitude towards paid advertising on Instagram for your college? Broken out by public or private status   
Table 10.5 Which phrase best summarizes your attitude towards paid advertising on Instagram for your college? Broken out by annual tuition $   
Table 10.6 Which phrase best summarizes your attitude towards paid advertising on Instagram for your college? Broken out by FTE   
Table 11 Which of the following types of ads has the college used on its paid Instagram marketing efforts? (Choose all that apply)   
Table 11.1.1 Has the college used Carousel Ads on its paid Instagram marketing efforts?   
Table 11.1.2 Has the college used Carousel Ads on its paid Instagram marketing efforts? Broken out by work title   
Table 11.1.3 Has the college used Carousel Ads on its paid Instagram marketing efforts? Broken out by type of college or university   
Table 11.1.4 Has the college used Carousel Ads on its paid Instagram marketing efforts? Broken out by public or private status   
Table 11.1.5 Has the college used Carousel Ads on its paid Instagram marketing efforts? Broken out by annual tuition $   
Table 11.1.6 Has the college used Carousel Ads on its paid Instagram marketing efforts? Broken out by FTE   
Table 11.2.1 Has the college used Photography Ads on its paid Instagram marketing efforts?   
Table 11.2.2 Has the college used Photography Ads on its paid Instagram marketing efforts? Broken out by work title   
Table 11.2.3 Has the college used Photography Ads on its paid Instagram marketing efforts? Broken out by type of college or university   
Table 11.2.4 Has the college used Photography Ads on its paid Instagram marketing efforts? Broken out by public or private status   
Table 11.2.5 Has the college used Photography Ads on its paid Instagram marketing efforts? Broken out by annual tuition $   
Table 11.2.6 Has the college used Photography Ads on its paid Instagram marketing efforts? Broken out by FTE   
Table 11.3.1 Has the college used Video Ads on its paid Instagram marketing efforts?   
Table 11.3.2 Has the college used Video Ads on its paid Instagram marketing efforts? Broken out by work title   
Table 11.3.3 Has the college used Video Ads on its paid Instagram marketing efforts? Broken out by type of college or university   
Table 11.3.4 Has the college used Video Ads on its paid Instagram marketing efforts? Broken out by public or private status   
Table 11.3.5 Has the college used Video Ads on its paid Instagram marketing efforts? Broken out by annual tuition $   
Table 11.3.6 Has the college used Video Ads on its paid Instagram marketing efforts? Broken out by FTE   
Which of these three types of ads -- Carousel, Video, or Photography -- have you found to be most effective and why.   
Table 12.1 About what percentage of your Instagram ads were generated from similar ads on Facebook using Instagram's Facebook ad conversion features?   
Table 12.2 About what percentage of your Instagram ads were generated from similar ads on Facebook using Instagram's Facebook ad conversion features? Broken out by work title   
Table 12.3 About what percentage of your Instagram ads were generated from similar ads on Facebook using Instagram's Facebook ad conversion features? Broken out by type of college or university   
Table 12.4 About what percentage of your Instagram ads were generated from similar ads on Facebook using Instagram's Facebook ad conversion features? Broken out by public or private status   
Table 12.5 About what percentage of your Instagram ads were generated from similar ads on Facebook using Instagram's Facebook ad conversion features? Broken out by annual tuition $   
Table 12.6 About what percentage of your Instagram ads were generated from similar ads on Facebook using Instagram's Facebook ad conversion features? Broken out by FTE   
In general, what variables do you use to target your Instagram ads?   
Table 13.1.1 Rank the effectiveness of the Vimeo as a vehicle for promoting the college to the broader public.   
Table 13.1.2 Rank the effectiveness of the Vimeo as a vehicle for promoting the college to the broader public. Broken out by work title   
Table 13.1.3 Rank the effectiveness of the Vimeo as a vehicle for promoting the college to the broader public. Broken out by type of college or university   
Table 13.1.4 Rank the effectiveness of the Vimeo as a vehicle for promoting the college to the broader public. Broken out by public or private status   
Table 13.1.5 Rank the effectiveness of the Vimeo as a vehicle for promoting the college to the broader public. Broken out by annual tuition $   
Table 13.1.6 Rank the effectiveness of the Vimeo as a vehicle for promoting the college to the broader public. Broken out by FTE   
Table 13.2.1 Rank the effectiveness of the iTunes as a vehicle for promoting the college to the broader public.   
Table 13.2.2 Rank the effectiveness of the iTunes as a vehicle for promoting the college to the broader public. Broken out by work title   
Table 13.2.3 Rank the effectiveness of the iTunes as a vehicle for promoting the college to the broader public. Broken out by type of college or university   
Table 13.2.4 Rank the effectiveness of the iTunes as a vehicle for promoting the college to the broader public. Broken out by public or private status   
Table 13.2.5 Rank the effectiveness of the iTunes as a vehicle for promoting the college to the broader public. Broken out by annual tuition $   
Table 13.2.6 Rank the effectiveness of the iTunes as a vehicle for promoting the college to the broader public. Broken out by FTE   
Table 13.3.1 Rank the effectiveness of the Instagram as a vehicle for promoting the college to the broader public.   
Table 13.3.2 Rank the effectiveness of the Instagram as a vehicle for promoting the college to the broader public. Broken out by work title   
Table 13.3.3 Rank the effectiveness of the Instagram as a vehicle for promoting the college to the broader public. Broken out by type of college or university   
Table 13.3.4 Rank the effectiveness of the Instagram as a vehicle for promoting the college to the broader public. Broken out by public or private status   
Table 13.3.5 Rank the effectiveness of the Instagram as a vehicle for promoting the college to the broader public. Broken out by annual tuition $   
Table 13.3.6 Rank the effectiveness of the Instagram as a vehicle for promoting the college to the broader public. Broken out by FTE   
Table 13.4.1 Rank the effectiveness of the Flickr as a vehicle for promoting the college to the broader public.   
Table 13.4.2 Rank the effectiveness of the Flickr as a vehicle for promoting the college to the broader public. Broken out by work title   
Table 13.4.3 Rank the effectiveness of the Flickr as a vehicle for promoting the college to the broader public. Broken out by type of college or university   
Table 13.4.4 Rank the effectiveness of the Flickr as a vehicle for promoting the college to the broader public. Broken out by public or private status   
Table 13.4.5 Rank the effectiveness of the Flickr as a vehicle for promoting the college to the broader public. Broken out by annual tuition $   
Table 13.4.6 Rank the effectiveness of the Flickr as a vehicle for promoting the college to the broader public. Broken out by FTE   
Table 13.5.1 Rank the effectiveness of the Twitter as a vehicle for promoting the college to the broader public.   
Table 13.5.2 Rank the effectiveness of the Twitter as a vehicle for promoting the college to the broader public. Broken out by work title   
Table 13.5.3 Rank the effectiveness of the Twitter as a vehicle for promoting the college to the broader public. Broken out by type of college or university   
Table 13.5.4 Rank the effectiveness of the Twitter as a vehicle for promoting the college to the broader public. Broken out by public or private status   
Table 13.5.5 Rank the effectiveness of the Twitter as a vehicle for promoting the college to the broader public. Broken out by annual tuition $   
Table 13.5.6 Rank the effectiveness of the Twitter as a vehicle for promoting the college to the broader public. Broken out by FTE   
Table 13.6.1 Rank the effectiveness of the YouTube as a vehicle for promoting the college to the broader public.   
Table 13.6.2 Rank the effectiveness of the YouTube as a vehicle for promoting the college to the broader public. Broken out by work title   
Table 13.6.3 Rank the effectiveness of the YouTube as a vehicle for promoting the college to the broader public. Broken out by type of college or university   
Table 13.6.4 Rank the effectiveness of the YouTube as a vehicle for promoting the college to the broader public. Broken out by public or private status   
Table 13.6.5 Rank the effectiveness of the YouTube as a vehicle for promoting the college to the broader public. Broken out by annual tuition $   
Table 13.6.6 Rank the effectiveness of the YouTube as a vehicle for promoting the college to the broader public. Broken out by FTE   
Table 13.7.1 Rank the effectiveness of the Pinterest as a vehicle for promoting the college to the broader public.   
Table 13.7.2 Rank the effectiveness of the Pinterest as a vehicle for promoting the college to the broader public. Broken out by work title   
Table 13.7.3 Rank the effectiveness of the Pinterest as a vehicle for promoting the college to the broader public. Broken out by type of college or university   
Table 13.7.4 Rank the effectiveness of the Pinterest as a vehicle for promoting the college to the broader public. Broken out by public or private status   
Table 13.7.5 Rank the effectiveness of the Pinterest as a vehicle for promoting the college to the broader public. Broken out by annual tuition $   
Table 13.7.6 Rank the effectiveness of the Pinterest as a vehicle for promoting the college to the broader public. Broken out by FTE   
Table 13.8.1 Rank the effectiveness of the Vine as a vehicle for promoting the college to the broader public.   
Table 13.8.2 Rank the effectiveness of the Vine as a vehicle for promoting the college to the broader public. Broken out by work title   
Table 13.8.3 Rank the effectiveness of the Vine as a vehicle for promoting the college to the broader public. Broken out by type of college or university   
Table 13.8.4 Rank the effectiveness of the Vine as a vehicle for promoting the college to the broader public. Broken out by public or private status   
Table 13.8.5 Rank the effectiveness of the Vine as a vehicle for promoting the college to the broader public. Broken out by annual tuition $   
Table 13.8.6 Rank the effectiveness of the Vine as a vehicle for promoting the college to the broader public. Broken out by FTE   
Table 13.9.1 Rank the effectiveness of the Facebook as a vehicle for promoting the college to the broader public.   
Table 13.9.2 Rank the effectiveness of the Facebook as a vehicle for promoting the college to the broader public. Broken out by work title   
Table 13.9.3 Rank the effectiveness of the Facebook as a vehicle for promoting the college to the broader public. Broken out by type of college or university   
Table 13.9.4 Rank the effectiveness of the Facebook as a vehicle for promoting the college to the broader public. Broken out by public or private status   
Table 13.9.5 Rank the effectiveness of the Facebook as a vehicle for promoting the college to the broader public. Broken out by annual tuition $   
Table 13.9.6 Rank the effectiveness of the Facebook as a vehicle for promoting the college to the broader public. Broken out by FTE   
Table 13.10.1 Rank the effectiveness of the LinkedIn as a vehicle for promoting the college to the broader public.   
Table 13.10.2 Rank the effectiveness of the LinkedIn as a vehicle for promoting the college to the broader public. Broken out by work title   
Table 13.10.3 Rank the effectiveness of the LinkedIn as a vehicle for promoting the college to the broader public. Broken out by type of college or university   
Table 13.10.4 Rank the effectiveness of the LinkedIn as a vehicle for promoting the college to the broader public. Broken out by public or private status   
Table 13.10.5 Rank the effectiveness of the LinkedIn as a vehicle for promoting the college to the broader public. Broken out by annual tuition $   
Table 13.10.6 Rank the effectiveness of the LinkedIn as a vehicle for promoting the college to the broader public. Broken out by FTE   
Table 13.11.1 Rank the effectiveness of the SnapChat as a vehicle for promoting the college to the broader public.   
Table 13.11.2 Rank the effectiveness of the SnapChat as a vehicle for promoting the college to the broader public. Broken out by work title   
Table 13.11.3 Rank the effectiveness of the SnapChat as a vehicle for promoting the college to the broader public. Broken out by type of college or university   
Table 13.11.4 Rank the effectiveness of the SnapChat as a vehicle for promoting the college to the broader public. Broken out by public or private status   
Table 13.11.5 Rank the effectiveness of the SnapChat as a vehicle for promoting the college to the broader public. Broken out by annual tuition $   
Table 13.11.6 Rank the effectiveness of the SnapChat as a vehicle for promoting the college to the broader public. Broken out by FTE   
Please describe the college's most viewed Instagram videos or still images.   
What are the main advantages of Instagram as a marketing vehicle compared to other sites such as Facebook, Pinterest, Flickr and YouTube?   
Describe the web application or software package that your college uses to track Instagram followers, likes, comments, click throughs and other metrics.   
Table 14.1 Approximately how many man hours per year does the office of communications or other centralized body that oversees the college main page Instagram presence spend on tasks related to Instagram? Include hours spent coordinating other college Instagram sites but not the man hours spent by other divisions or department on these sites.   
Table 14.2 Approximately how many man hours per year does the office of communications or other centralized body that oversees the college main page Instagram presence spend on tasks related to Instagram? Include hours spent coordinating other college Instagram sites but not the man hours spent by other divisions or department on these sites. Broken out by work title   
Table 14.3 Approximately how many man hours per year does the office of communications or other centralized body that oversees the college main page Instagram presence spend on tasks related to Instagram? Include hours spent coordinating other college Instagram sites but not the man hours spent by other divisions or department on these sites. Broken out by type of college or university   
Table 14.4 Approximately how many man hours per year does the office of communications or other centralized body that oversees the college main page Instagram presence spend on tasks related to Instagram? Include hours spent coordinating other college Instagram sites but not the man hours spent by other divisions or department on these sites. Broken out by public or private status   
Table 14.5 Approximately how many man hours per year does the office of communications or other centralized body that oversees the college main page Instagram presence spend on tasks related to Instagram? Include hours spent coordinating other college Instagram sites but not the man hours spent by other divisions or department on these sites. Broken out by annual tuition $   
Table 14.6 Approximately how many man hours per year does the office of communications or other centralized body that oversees the college main page Instagram presence spend on tasks related to Instagram? Include hours spent coordinating other college Instagram sites but not the man hours spent by other divisions or department on these sites.  Broken out by FTE   
Table 15.1 What has been the percentage increase or decrease in staff time spend on Instagram in the past year?   
Table 15.2 What has been the percentage increase or decrease in staff time spend on Instagram in the past year? Broken out by work title   
Table 15.3 What has been the percentage increase or decrease in staff time spend on Instagram in the past year? Broken out by type of college or university   
Table 15.4 What has been the percentage increase or decrease in staff time spend on Instagram in the past year? Broken out by public or private status   
Table 15.5 What has been the percentage increase or decrease in staff time spend on Instagram in the past year? Broken out by annual tuition $   
Table 15.6 What has been the percentage increase or decrease in staff time spend on Instagram in the past year? Broken out by FTE   
Table 16.1 What do you expect will be the percentage increase or decrease in staff time spent on Instagram over the next year?   
Table 16.2 What do you expect will be the percentage increase or decrease in staff time spent on Instagram over the next year? Broken out by work title   
Table 16.3 What do you expect will be the percentage increase or decrease in staff time spent on Instagram over the next year? Broken out by type of college or university   
Table 16.4 What do you expect will be the percentage increase or decrease in staff time spent on Instagram over the next year? Broken out by public or private status   
Table 16.5 What do you expect will be the percentage increase or decrease in staff time spent on Instagram over the next year? Broken out by annual tuition $   
Table 16.6 What do you expect will be the percentage increase or decrease in staff time spent on Instagram over the next year? Broken out by FTE   
Table 17.1 Which phrase best captures your attitude towards spending college marketing budgets on Instagram vs. Facebook, Google and other digital marketing options?   
Table 17.2 Which phrase best captures your attitude towards spending college marketing budgets on Instagram vs. Facebook, Google and other digital marketing options? Broken out by work title   
Table 17.3 Which phrase best captures your attitude towards spending college marketing budgets on Instagram vs. Facebook, Google and other digital marketing options? Broken out by type of college or university   
Table 17.4 Which phrase best captures your attitude towards spending college marketing budgets on Instagram vs. Facebook, Google and other digital marketing options? Broken out by public or private status   
Table 17.5 Which phrase best captures your attitude towards spending college marketing budgets on Instagram vs. Facebook, Google and other digital marketing options? Broken out by annual tuition $   
Table 17.6 Which phrase best captures your attitude towards spending college marketing budgets on Instagram vs. Facebook, Google and other digital marketing options? Broken out by FTE   
Table 18.1 Has the college ever hired a consultant to advise it on its Instagram advertising?   
Table 18.2 Has the college ever hired a consultant to advise it on its Instagram advertising? Broken out by work title   
Table 18.3 Has the college ever hired a consultant to advise it on its Instagram advertising? Broken out by type of college or university   
Table 18.4 Has the college ever hired a consultant to advise it on its Instagram advertising? Broken out by public or private status   
Table 18.5 Has the college ever hired a consultant to advise it on its Instagram advertising? Broken out by annual tuition $   
Table 18.6 Has the college ever hired a consultant to advise it on its Instagram advertising? Broken out by FTE   
What can you advise your peers on how to use Instagram effectively as a college marketing tool?   
Which higher education institution Instagram pages do you particularly admire and why?

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