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Using Social Marketing and Giveaways to Market Your Business
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Samsung Guide to Smart TV - Social Networking
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Salman Khan loses his cool on his social networking site
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NEW YORK--(BUSINESS WIRE)--
The percentages of college admissions officers who say they have Googled an applicant (29%) or visited an applicants Facebook or other social networking page to learn more about them (31%) have risen to their highest levels yet, according to Kaplan Test Preps 2013 survey of college admissions officers*. When Kaplan first began tracking this issue in 2008, barely 10% of admissions officers reported checking an applicants Facebook page. Last year, 27% had used Google and 26% had visited Facebook up from 20% and 24%, respectively, in 2011.
As social media has skyrocketed from being the domain of a younger generation to societal ubiquity, the perceived taboo of admissions officers checking applicants online has diminished, said Seppy Basili, Vice President, Kaplan Test Prep. Granted, most admissions officers are not tapping into Google or Facebook, and certainly not as a matter of course. But theres definitely greater acknowledgment and acceptance of this practice now than there was five years ago.
Despite the growth in online checking, however, theres been a dip to 30% this year from 35% in Kaplans 2012 survey in the number of admissions officers reporting that theyre finding something that negatively impacted an applicants admissions chances. And notably, in a separate survey of college-bound students**, more than three-quarters said they would not be concerned if an admissions officer Googled them. In response to the question, If a college admissions officers were to do an online search of you right now, how concerned would you be with what they found negatively impacting your chances of getting in? 50% said they would be Not at all concerned while 27% said Not too concerned. Only 14% of students said they would be Very concerned while the remainder said they would be Somewhat concerned.
Many students are becoming more cautious about what they post, and also savvier about strengthening privacy settings and circumventing search, said Christine Brown, Executive Director of College Admissions programs, Kaplan Test Prep. Kaplans student survey also showed that 22% had changed their searchable names on social media, 26% had untagged themselves from photos, and 12% had deleted their social media profiles altogether.
Our advice to college applicants is to run themselves through online search engines on a regular basis to be aware of what information is available about them online, and know that whats online is open to discovery and can impact them, said Basili. Sometimes that impact is beneficial, if online searches turn up postings of sports scores, awards, public performances or news of something interesting theyve undertaken. But digital footprints arent always clean, so students should maintain a healthy dose of caution, and definitely think before posting.
For more information about Kaplan Test Preps 2013 survey of college admissions officers, please contact Russell Schaffer at russell.schaffer@kaplan.com or 212.453.7538.
* For the 2013 survey, 381 admissions officers from the nations top national, regional and liberal arts colleges and universities as compiled from U.S. News & World Report were polled by telephone between July and August 2013.
** 422 Kaplan students who took the SAT the ACT between December 2012 and April 2013 were surveyed by email.
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Building 16 at Facebook headquarters is home to the Fishbowl, Mark Zuckerbergs private all-glass corner conference room that sits beneath a red vintage sign that reads The Hacker Company. Not far from the sign a very visual proclamation that the social networking giant is eternally intent on building new stuff and improving the stuff it has already built youll find one of the companys most important operations: the News Feed engineering team.
These are the programmers who oversee the Facebook tool that instantly streams all sorts of new information including status posts, Likes, links, and photos to more than a billion Facebook users across the globe. The teams ultimate task is to make sure your news feed delivers content youre actually interested in. Thats important because Facebook wants you to keep using its social network, but also because this stream of information includes ads and other sponsored content, the stuff that makes the company money.
At the helm of this enterprise is Lars Backstrom, a 31-year-old with a computer science Ph.D from Cornell University. My day job is to improve the quality of News Feed, he says, during a recent interview at Facebook HQ, in Menlo Park, California.
This week, with a paper published on the online academic research site ArXiv.org, Backstrom revealed one of the recent fruits of his labor: an experimental algorithm that analyzes your personal network of friends, seeking to identify your strongest relationships. Developed alongside his former Cornell thesis adviser, Jon Kleinberg, the algorithm is strong enough to independently identity your spouse or romantic partner and even predict when youre headed for a breakup.
Eric Horvitz
Yes, odds are youve already told Facebook who your romantic partner is via your profile page. But this algorithm does much more than that. Its not a party trick. Its a way for Facebook to better understand who you are and, ultimately, serve you more stuff that you wan to see.
Backstroms research is part of a growing movement at companies and universities to use machine learning and large amounts of online data to better understand human behavior and interactions and interests. Extending our knowledge about people through the computational lens provided by large scale online services is unprecedented, says Eric Horvitz, managing co-director of the Microsoft Research lab in Redmond, Washington. These kinds of data analytics are revolutionizing social science and changing our deep understanding of people as social beings.
Some projects will even explore how information that ripples across the web can help us better analyze the effects of the world we live in how Google, Microsoft and Yahoo searches can be used to detect drug side effects, for instance, or how social media can predict epidemics. Backstroms algorithm predicts relationships, and as it turns out, that helps improve the online services that give us all that data in the first place. There is a deep scientific interest in the structure of human ties, says Horvitz. Understanding peoples preferences and interests is core in providing an engaging and informative service.
Whats more, an engaging and informative service can directly translate into profits in the form of improved sales and better advertising, and that means companies like Facebook, Microsoft and Google are doubly interested in this kind of research.
Backstroms project draws from studies done in the 1980s by sociologist Scott Feld on the organization of social ties (.pdf). But it introduces a new metric that can capture some of the complexity and nuances of social lives a metric that could be used to make predictions about peoples activities and interests.
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