"It’s not enough to be satisfied that your school is on Facebook," Barnes said. "Students will make a judgment about the university if it is not current and responsive online. When their post doesn’t get answered, they are not interested anymore."
James Mueller, a University of Oregon senior, said he finds it annoying that many colleges do not use Twitter effectively.
"Why have a Twitter account if you only have four tweets in the past few months?" he said. "Also, colleges sometimes don’t understand the difference between Facebook and Twitter. Sometimes they tweet clones of Facebook posts."
Daniella Phillips, a University of Florida senior, said the kind of language used in social media is important to her. She has seen some universities tweet archaic words such as “groovy,” which can be off-putting.
"It’s like reading a text message from my mom," she said. "It screams that ‘I didn’t do my research and I don’t know my target audience.’