Social Media's Impact on College Admissions

Question: If a high schooler does not have any social media presence to promote themselves, can it affect college admissions?

Answer: Thank you for asking this question! There isn’t a lot of research on how social media could positively impact college admissions. Most of the literature in this area is focused on ensuring that nothing on an applicant’s social media would reflect negatively if seen by an admissions officer or application reader. For example, a study of medical school admissions officers found that admissions officers view applicants' social media or conduct online searches to check for concerning behavior or fact-check application details, though it is worth noting that not all admissions officers engage in this practice—some refrain from doing so because it can introduce bias into the decision-making process. 

Since admissions officers may use social media to share more information about their institution, maintaining a professional online presence could help students form connections and showcase their interests. However,  current research does not suggest that social media profiles are essential for college admissions.  

After admission to a college, many schools create groups of incoming students using social media. These groups can help facilitate roommate matches and new friendships with other incoming students and share information about upcoming events related to being a new student. While college admission time is another opportunity to consider using social media to create connections, it is not required for students admitted to college.  

Tips to Help Students Effectively Manage Their Online Presence 

• Ensure that publicly viewable online content is appropriate and professional.  
• Adjust privacy settings or delete undesirable content to help limit visibility online. 
• The Princeton Review suggests that students: 
  • Search for their names online to understand what might appear. 
  • Consider helpful engagement activities for the admissions process including: 
    • Creating a LinkedIn account for networking and listing on applications and 
    • Posting positive content and accomplishments on social media.  
• US News recommends that prospective students and student-athletes post videos demonstrating their talents or hobbies.  
• The College Board encourages students to maintain a professional online presence, which includes: 
  • Having an appropriate email address,  
  • Avoiding inappropriate posts, and  
  • Removing any negative comments about others or prospective colleges.  

References: 

• Barnes, N. G., & Mattson, E. (2009). Social Media and College Admissions: The First Longitudinal Study. 
• Law, M., Mylopoulos, M., Veinot, P., Miller, D., & Hanson, M. D. (2016). Exploring social media and admissions decision-making - friends or foes?. Canadian medical education journal, 7(2), e4–e13.   
• Nyangau, J., & Bado, N. (2012). Social Media and Marketing of Higher Education: A Review of the Literature. Journal Of The Research Center For Educational Technology, 8(1). Retrieved October 15, 2024. 
• Shields, A. B., & Peruta, A. (2018). Social media and the university decision. Do prospective students really care? Journal of Marketing for Higher Education, 29(1), 67–83.  

Age: 13-18 

Topics: Social media presence, college admissions, high school students, online identity, digital footprint, college applications 

Role: Educator