Where are groundbreaking advancement offices focusing their attention in the digital space?

That’s the key question that guided Benchmarking Digital Engagement, the just-released white paper from CASE and mStoner—the next iteration of our joint research in social media and advancement.

The white paper, based on 2018 interviews and a survey of 16,721 CASE members around the globe, reflects how advancement tools, practices, and attitudes are evolving toward integrated, digitally enabled outreach and engagement for colleges and universities with key stakeholders.

“Communications and marketing activities that support the work of advancement are key to an ‘integrated advancement function.’ CASE is pleased to once again have partnered with mStoner on this type of research, part of our overall AMAtlas initiative,” said Fred Weiss, chief research and data officer at CASE.

Every institution is at some point on a continuum of adoption of a more digitally enabled approach to advancement. A digitally savvy advancement operation, according to the white paper:

• attempts to reach people where they are,
• innovates in programming by using new approaches involving digital tools,
• attempts to understand and track the loyalty of stakeholders,
• relies on digital analytics in decision making,
• emphasizes digital communications internally and with stakeholders,
• operates from the perspective of a single institution rather than a siloed department,
• empowers staff to experiment, innovate, communicate, and
• focuses on mobile experience for staff and stakeholders.

Here are four key questions and takeaways about how institutions engage online today.

What platforms matter most? Nearly all institutions surveyed rely on the big five social platforms for content: Facebook, LinkedIn, YouTube, Twitter, and Instagram. Interestingly, only 26% of institutions reported that they’ve seen a decline in engagement on Facebook since the platform’s recent troubles with data security and hacking emerged. Half say they haven’t seen any change.

But other social platforms are still in the mix.

• About 35% use Snapchat.
• just over 20% use streaming video.
• Less than 20% use Pinterest.

What are institutions trying to achieve with social? Most institutions have common social goals. Creating, sustaining, and improving the brand image is a key social goal, say 95% of respondents. Next, about 80% say they’re using digital tools to engage alumni and increase event attendance. Institutions rank increasing awareness of specific academic programs and monitoring conversations via social listening as their next most important goals.

How do teams measure success? Eleven percent of institutions say they don’t use any tools or software to measure digital impact. About half, though, say they use free tools from social platforms. Ultimately, 65% of respondents say they are “somewhat successful” at using social media to achieve their goals.

Who works on social? Nearly 60% of institutions report that they have one or more staff members who manage social. Slightly more than half of campus leaders (CEOs, presidents) use social media—up from 46% in 2014. Forty-four percent say their chief communications/marketing officers use social—though only 20% of chief advancement officers or provosts/chief academic officers do.

Explore the full survey.