• Beth & Tim Manners

Aw, Snap: Admissions Interest in Social Media Drops

Updated: Sep 20, 2019

Adweek: “The emergence of social platforms and features where content disappears or is not easily available for viewing by people who are not friends or contacts, such as the Stories format on Snapchat and Instagram, has reduced college admissions officers’ focus on applicants’ social media profiles, according to the latest survey from Kaplan Test Prep.”


“Kaplan surveyed 364 admissions officers from national, regional and liberal arts colleges and universities in the U.S., and it found that only 25 percent visit applicants’ social media profiles to learn more about them, down from 40 percent in 2015, prior to the emergence of the Stories format and similar features on other social platforms. Indeed, 52 percent of college admissions officers that did visit applicants’ social media profiles said those applicants have become more savvy about hiding their social media presence or using platforms where their content is not easily found by the public.”


“In Kaplan’s 2017 survey, 68 percent of admissions officers felt that it was ‘fair game’ for them to visit applicants’ social media profiles, but that number dropped to 57 percent this year. Meanwhile, 70 percent of students in a separate study conducted by Kaplan earlier this year felt that the practice was fair game.”

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