The Missing Link in Social Media Use among Top MBA Programs: Tracking Prospects

Only 1 in 3 MBA programs is using tracking methods that indicate how many applicants result from early contact with the program’s social media efforts. This was among the key findings of the latest study from the Center for Marketing Research at University of Massachusetts-Dartmouth. The new report is the outcome of a statistically valid study of the 2012 US News Top MBA Programs. The study looked at what these programs considered to be effective and how their investment in social media would look in the next year.

This report was originally distributed by the Society for New Communications Research, which officially merged with The Conference Board in January 2016.