Correlating the Relationship Between U.S. News & World Report Rankings and Social Media Efficiency of the Top 10 Ranked Private Universities at the State Level (Massachusetts), the United States and the World (U.S. News & World Report, 2019)

Abstract

This analysis will provide an overview of the top 10 ranked (U.S. News 2019) universities at the state level (Massachusetts), U.S. national, and the world. For each of the universities being analyzed in this study, data will be collected from university-centralized social media accounts. The following types of social media channels will be represented: Facebook, Twitter and Instagram. This study will report on the gross number of followers for each of these channels along with total institutional operating expense. The rationale is to establish a baseline for return on investment (ROI) pertaining to social media efficiency/influence by drawing correlations to current (2019) university rankings by U.S. News & World Report. For the state level assessment, Massachusetts was selected simply based upon the proximity to where the study was being conducted, Boston College.