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Tracy Tuten

Can New Online Rankings Really Measure Colleges' Brand Strength? Unlikely, Experts Say ... - 7 views

  • Colleges and marketers are just starting to try to understand how to measure the success of their social-media efforts, says Mr. Stoner. Many are counting "touches"—the number of Twitter followers, the hits on a Web site, the number of friends or comments on a Facebook page. The more difficult question, he says, is, What do these measurements mean? Do tweets, blog posts, and Facebook "likes" translate into someone choosing your college, recommending it to a friend, attending an alumni event, or making a donation?
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    In recent months, a handful of companies have introduced rankings that claim to calculate a college's brand value or online influence by looking at the attention an institution receives online. One ranking found that the University of Wisconsin at Madison has the strongest brand equity among universities, based on its number of mentions across the Internet. Another named Stanford University the most influential college on Twitter.
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