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A look at our 15 month data of Social Web Callouts (SWC's) in Higher Education. How many schools have SWC's, what they're linking to, and common trends!
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Helping Colleges and Universities use the web to meettheir marketing and recruitment goals.
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BlueFuego Social Web Callout Research
15-Month ReviewMarch 2009 - June 2010
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About the ResearchBlueFuego has compiled data from 1,387 four-year institutions
in the United States, looking at which institutions are using social web callouts.
We have focused on 3 pages:Homepage (school.edu)
Admissions Undergraduate HomepageAlumni Homepage
85.7% of schools (1,188) now have a SWC on one of the three pages.
This is up from 74.8% of schools (1,037) in March 2010, 63.2% (877) in December 2009, 40.5% (562) in August 2009 & 20.5% (285) in March 2009.
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Executive SummarySocial Web Callouts (SWC) have nearly reached full saturation on .edu websites
since our initial research began in March 2009.
There continues to be an increase in schools having SWC’s across all three researched pages. In March 2009, only 10 schools had SWC’s on all three. 27% of
schools now do, showing an increase in Social Web usage across the entire institution, as well as potential integrated presence/strategy between departments.
The presence of SWC’s has largely been fueled by standard template headers and footers across .edu sites. This typically means the entire site is linking to one
presence, which is detrimental to each individual area’s efforts. For example, in March 2009 there wasn’t a single undergrad admissions site with a LinkedIn callout. Now, 62 schools do. This is due to LinkedIn being added to the global navigation.
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Social Web Callouts
n = 1,387
20.5% of schools (285) had a SWC on one or more of the three pages researched in March ‘09.40.5% of schools (562) had a SWC on one or more of the three pages researched in August ‘09.63.2% of schools (877) had a SWC on one or more of three pages researched in December ’09.74.7% of schools (1,037) had a SWC on one or more of three pages researched in March ’10.85.7% of schools (1,188) had a SWC on one or more of three pages researched in June ’10.
0%
23%
45%
68%
90%
March 09 August 09 December 09 March 10 June 10
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Social Web Callouts
n = 1,387
15.7% of schools (219) had a SWC on one of the three pages researched in March ’09.25.0% of schools (347) had a SWC on one of the three pages researched in August ’09.32.0% of schools (444) had a SWC on one of three pages researched in December ’09.33.2% of schools (461) had a SWC on one of three pages researched in March ‘10.29.5% of schools (409) had a SWC on one of three pages researched in June ‘10.
0%
10%
20%
30%
40%
March 09 August 09 December 09 March 10 June 10
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Social Web Callouts
n = 1,387
0%
8%
15%
23%
30%
March 09 August 09 December 09 March 10 June 10
4.03% of schools (56) had a SWC on two of the three pages researched in March ’09.11.6% of schools (161) had a SWC on two of the three pages researched in August ’09.18.7% of schools (260) had a SWC on two of three pages researched in December ’09.
24.5% of schools (340) had a SWC on two of three pages researched in March ’10.28.8% of schools (399) had a SWC on two of three pages researched in June ’10.
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Social Web Callouts
n = 1,387
0%
8%
15%
23%
30%
March 09 August 09 December 09 March 10 June 10
.07% of schools (10) had a SWC on all three pages we researched in March ’09.3.9% of schools (54) had a SWC on all three pages we researched in August ’09.
12.5% of schools (173) had a SWC on all three pages we researched in December ’09.17.0% of schools (236) had a SWC on all three pages we researched in March ’10.27.4% of schools (380) had a SWC on all three pages we researched in June ’10.
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0%
10%
20%
30%
40%
March 09 August 09 December 09 March 10 June 10
One Callout Two Callouts Three Callouts
Number of Researched Pages with Callouts per Institution.edu homepage, Admissions and Alumni
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Where are the Callouts?.edu Homepage
Admissions HomepageAlumni Homepage
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Where are the Callouts?
March ’09
37%
32%
30% 37%
31%
32%
August ’09
33%
33%
34%
.edu Admissions Alumni
December ’09
34%
32%
34%
March ’10
36%
31%
33%
June ’10
n = 1,38711
.edu Homepages
March ’09
92%
8%
82%
18%
August ’09
63%
37%
Has Callouts Doesn’t Have Callouts
December ’09
55%45%
March ’10
45%55%
June ’10
n = 1,38712
Admission Homepages
March ’09
92%
8%
83%
17%
August ’09
65%
35%
Has Callouts Doesn’t Have Callouts
December ’09
57%43%
March ’10
47% 53%
June ’10
n = 1,38713
Alumni Homepages
March ’09
91%
9%
80%
20%
August ’09
65%
35%
Has Callouts Doesn’t Have Callouts
December ’09
55%45%
March ’10
40%60%
June ’10
n = 1,38714
Number of Institutions with Callouts per Area
0%
15%
30%
45%
60%
March 09 August 09 December 09 March 10 June 10
.edu Homepage Admissions Alumni
For all 3 areas, more than 50% of institutions now have social web callouts on their page.
Majority
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What are they linking to?.edu Homepage
Admissions HomepageAlumni Homepage
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.edu Homepage Links
YouTube
0% 25% 50% 75% 100%
65.7%
84.4%
96.1%
62.3%
79.9%
92.5%
59.5%
76.1%
87.8%
44.5%
64.4%
78.1%
34.9%
24.5%
60.4%
March August December March June
n = 106 (March), 247 (August), 509 (December), 626 (March 2010) and 769 (June 2010)Read as: “Of the 55.4% of schools who had SWC’s on their .edu homepage in June, 96.1% were linking to Facebook and 84.4% were linking to Twitter.”
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Flickr
MySpace
0% 8% 15% 23% 30%
8.2%
16.5%
26.0%
9.1%
16%
25.1%
9.9%
14.5%
23.1%
12.3%
9.3%
21.0%
17.0%
2.8%
17.0%
March August December March June
.edu Homepage Links
n = 106 (March), 247 (August), 509 (December), 626 (March 2010) and 769 (June 2010)Read as: “Of the 55.4% of schools who had SWC’s on their .edu homepage in June, 8.2% were linking to MySpace.”
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.edu Homepage Link Growthn = 106 (March), 247 (August), 509 (December), 626 (March 2010) and 769 (June 2010)
0%
25%
50%
75%
100%
March 09 August 09 December 09 March 10 June 10
Facebook Twitter YouTube Flickr LinkedIn MySpace
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Admissions Homepage Links
YouTube
0% 25% 50% 75% 100%
53.3%
67.2%
93.6%
45.9%
61.8%
87.8%
37.6%
50.7%
83.4%
29.8%
45.6%
80.9%
24.8%
14.2%
64.6%
March August December March June
n = 113 (March 2009), 235 (August), 489 (December), 599 (March 2010) and 735 (June 2010)Read as: “Of the 53.0% of schools who had SWC’s on their Admissions homepage in June 2010, 93.6% were linking to Facebook.”
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Flickr
YouTube Embed
MySpace
0% 5% 10% 15% 20%
8.4%
7.3%
9.4%
19.4%
8.2%
7.0%
8.2%
17.4%
6.8%
7.2%
8.6%
14.9%
3.4%
10.2%
9.9%
12.3%
11.5%
18.6%
8.0%
March August December March June
Admissions Homepage Links
0.0%
n = 113 (March 2009), 235 (August), 489 (December), 599 (March 2010) and 735 (June 2010)Read as: “Of the 53.0% of schools who had SWC’s on their Admissions homepage in June 2010, 9.4% have a YouTube embed.”
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Admission Homepage Link Growthn = 113 (March 2009), 235 (August), 489 (December), 599 (March 2010) and 735 (June 2010)
0%
25%
50%
75%
100%
March 09 August 09 December 09 March 10 June 10
Facebook Twitter YouTube Flickr YouTube Embed MySpace LinkedIn
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Alumni Homepage Links
0% 25% 50% 75% 100%
44.4%
59.7%
95.1%
43.1%
55.3%
91.2%
45%
49.2%
86.5%
42.2%
40.8%
87.2%
40.0%
11.5%
82.3%
March August December March June
n = 130 (March 2009), 282 (August), 482 (December), 626 (March 2010) and 838 (June 2010)Read as: “Of the 60.4% of schools who had SWC’s on their Alumni homepage in August, 95.1% were linking to Facebook.”
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YouTube
Flickr
MySpace
YouTube Embed
0% 10% 20% 30% 40%
1.8%
6.7%
18.6%
33.4%
4.5%
6.7%
18.2%
29.1%
4.9%
9.5%
13.9%
26.1%
5.3%
11.7%
12.1%
18.4%
4.6%
10.7%
4.6%
10.0%
March August December March June
Alumni Homepage Links
n = 130 (March 2009), 282 (August), 482 (December), 626 (March 2010) and 838 (June 2010)Read as: “Of the 60.4% of schools who had SWC’s on their Alumni homepage in August, 33.4% were linking to YouTube.”
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Admission Homepage Link Growthn = 113 (March 2009), 235 (August), 489 (December), 599 (March 2010) and 735 (June 2010)
0%
25%
50%
75%
100%
March 09 August 09 December 09 March 10 June 10
Facebook Twitter LinkedIn YouTube Flickr MySpace YouTube Embed
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This data is licensed under the Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 US License
You are free to share, copy distribute and transmit this work under the following conditions:
Attribution - Attribute the work to BlueFuego, Inc. and link to http://www.bluefuego.com
Noncommercial - You may not use this work for commercial purposes.
No Derivative Works - You may not alter, transform or build upon this work.
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