The one issue I always see with social media research such as this, is that it takes such a large data set and tries to suggest trends and takeaways that may not be relevant to every school or brand.

For example what might work for a large state school will probably not be effective with a community college. Similarly, different schools can use the same medium vastly different. While some schools may see Facebook as a “brand awareness and messaging platform” other schools (like our clients) utilize Facebook’s reach to create private campus communities that function entirely different than the standard platforms. 

What I do like about this research is that it is higher ed specific. As a former social media strategist for large Fortune 500 corporations I know the needs are vastly different for each type of institution, but often “general social media advice” is seen as equally valid for both audiences.