Posted by Brad, Chief Explosion Officer
NACAC recently released a Social Media Discussion paper, which has generated some chatter at the MACAC Conference. (I present today with Andrew Meyers from Hope College!) While I have not had a chance to dive in to the full 41 page document yet, one portion of the paper troubled me.
Addendum B. 6 pages (15% of the paper) is devoted to screenshots of MySpace pages for ‘best practices’. So I decided to do a quick comparision of these 10 insitutions and see what type of conversation is occuring on these pages (assuming that engagement and interaction is the goal of having a page on MySpace and Facebook).
Here is the spreadsheet that compares the MySpace and Facebook pages of the best practice schools listed. 9 out of 10 schools have a much larger fanbase on Facebook, with the exception being NMSU. (This also notes the importance of knowing your fanbase and interacting with them where they are.) 70% of schools have at least twice as many fans on Facebook vs. MySpace.
And more importantly, look at the ‘recent comments’ data. The number of comments that most schools get in 6 months on MySpace is usually matched within the month on Facebook.
I am not anti-MySpace, I just don’t see many universities and colleges who should be devoting limited time and resources to it. We have suggested MySpace as the main platform for a client because their community is already there. In most other situations, we suggest that the MySpace page is merely a portal to direct traffic to other efforts (Facebook, YouTube, Twitter, etc.).
Take a look at the data and let me know your thoughts in the comment below. It seems to me that Facebook would have been a much better example to share with the NACAC community, many of whom will likely take this paper as the ‘standard’.