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International Perspectives on Higher Education Admission Policy

A Reader

Series:

Edited By Virginia Stead

The promise of this admission policy reader arises from the embodiment of research from 58 authors, six continents, 20 time zones, 20+ first languages, and a broad array of research methodologies. Four sections aggregate key themes within the text:
(1) National Perspectives on Higher Education Admission Policy;
(2) Theoretical Approaches to Higher Education Admission Policy;
(3) Applicant Recruitment and Student Support Services in Higher Education; and
(4) Diversity and Equity in Higher Education Admission Policy Implementation.
This book's global chorus of professional experience, investigation, and insight is unprecedented in its breadth and depth, illuminating a rare swath of challenges and opportunities that Internet-sourced international higher education makes visible. Although each chapter is an independent research report, together they generate a new landscape for admission policy orientation, exploration, and activism. The sheer range of policies and organizational infrastructure will alert all readers to many complexities within the admissions process that remain invisible within single or multiple but similar cultural and political contexts.
Many of these authors have demonstrated courage along with their intellectual acumen in tackling politically sensitive, culturally taboo, and personally dangerous topics within their research. Theirs is a moving testimony to the global quest for fairness within the world of admission policy implementation and to the power of access to higher education. Together, we are determined to advance equitable admissions praxis within all institutions of higher learning and promising futures for all students.
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23 Social Media, Recruitment, and U.S. College Admissions

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CHAPTER 23

Social Media, Recruitment, and U.S. College Admissions

Michael T. Dooney and Eunyoung Kim

Introduction

Technology is changing rapidly, and new college entrants already have a hard time imagining a world without Facebook or Twitter. Though social media are now a reality, in retrospect, it seems unlikely that this technology (originating with Facebook) could have entered our daily lives as quickly as it did. Proving the popularity of social media may be unnecessary at this point, but let’s look at the numbers anyway: According to a study conducted by the Educause Center for Applied Research (ECAR), 85% of American undergraduates use social media sites, and that number jumps to 95% when examining only those 18–19 years old (ECAR, 2008, p. 5). Since this study was conducted, the figures have only increased. Facebook alone has reached 955 million active users as of 2012. As well, it is clear that American students are not the only ones using social media. In fact, 80% of international students are now using social media of some kind (Mallett, 2011). In particular, Facebook has expanded far beyond its American roots and 70% of its users are now located outside of the United States (Osmond, 2010).

So what exactly are social media, and how and why have they become so popular so quickly across college and university campuses? On what organizational level (university, school, department, and program) are colleges developing connections with...

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