Where Does Your Audience Live?

From AllFacebook.com

The world of social media moves incredibly fast. No news there, but just how fast may shock you. Facebook continued growth overseas should continue to raise the profile of this platform in U.S. international admissions circles. For example, in December 2010, Brazil was beginning to see some dramatic growth in Facebook users and stood at about 8.8 million users. a short six months later at the end of June, over 21 million Brazilians were on FB, many of which have moved over from their Orkut accounts to Facebook.

In terms of other social networks, the AllFacebook.com graphic here shows those countries where Facebook is not yet the #1 social media platform in the world. Interestingly,  the GlobalWebIndex Social Networking Map 2011 shows the penetration rates of social media in various countries. Guess what the top 3 most connected countries are with regards to social media usage as a percentage of their online users? The Philippines, Indonesia and Malaysia each with between 67-76% penetration. 

For U.S. colleagues looking to explore Facebook as a main platform to reach international students, you would be very much barking up the right tree. Using the semi-annual format produced by Nick Burcher out of the UK of the Top 30 countries on Facebook, here is that top 30 list with some additional data related to the college age demographic (16-25 years old) for users in each country.

for EducationUSA July 2011

Pay particular attention to the highlighted countries (India, Mexico, Brazil, Thailand, Egypt, Poland, Peru, Pakistan, and Russia) which enjoyed triple digit growth in the last 12 months in terms of Facebook users. Not including the U.S. you'll find that of the top 29 countries, 254 million are in the 16-25 year old demo. Happy hunting!

Facebook Now Has 750 Million Users

Facebook Now Has 750 Million Users

For those keeping score at home, based on the average percentages, this number now translates to:

- 70% of users outside the U.S. = 525,000,000

- 60% of users outside the U.S. are ages 16-25 = 315,000,000

This means that outside the U.S. the equivalent of the the U.S. total population now logs onto Facebook at least once a month that is between the ages of 16-25. Any U.S. international admissions reps out there who still don't think you need a presence on Facebook?

EducationUSA Forum 2011: Bigger and Better

Today marks the start of the EducationUSA Forum 2011 (Wednesday through Friday). After the success of the first Forum last June, we knew we needed a bigger venue. While we were packed to the gills in an M St. hotel with about 250 total participants a year ago, we knew we could do better.

We found the perfect site for this year's Forum at the Ronald Reagan Building and International Trade Center that will welcome nearly 450 attendees. Among those guests will be over 360 members of the U.S. higher education community, 50+ EducationUSA advisers, regional directors, and DC-based staff, as well as several U.S. Department of State officials. Under Secretary of State, Judith McHale and at least three other prominent senior leadership from the State Department will be addressing the Forum over the course of the next three days.

Why is this event important?

EducationUSA represents, for lack of a better phrase, your tax dollars at work. In terms of "bang for the buck," this U.S. Department of State-supported network of 400 advising centers in 170 countries has connected with well over 10 million contacts since the start of the FY2011 (October 1, 2010). Through visits to their centers (900K), mobile outreach activities (1.5 million), and an extensive virtual and social media presence (7.8 million), EducationUSA represents the official source on U.S. higher education around the world. Advisers from 36 countries, including many of the top sending countries to the U.S., will be presenting throughout the conference on key issues such as recruitment opportunities in their areas, national scholarships available, and education system changes/updates.

Much like guidance counselors in U.S. high schools, for my colleagues in U.S. admissions offices, our network of advisers perform much the same role in guiding prospective students through the increasingly complex process of applying to U.S. colleges & universities. Their role is to be unbiased, and provide information on all available accredited options given the student's interests and family's means. The connections the U.S. institutional representatives attending this Forum make, the relationships renewed and developed, and the knowledge gained will assist their colleges in better informing and enhancing their international education strategy. The agenda is packed full of great content for those invested in the U.S. international education community.

In an era where most institutions are seeing budget belts tightened and travel abroad cut, opportunities for this kind of interaction are rare. At least four sessions during this event will focus on virtual, armchair and social media-based recruitment efforts and ways to connect with our advisers and their students. With four separate networking/country cafe breaks, a Global Showcase where our advisers will be joined by representatives of two dozen DC-based foreign embassies, and a major Opening Reception Wednesday evening, we hope to provide multiple chances for our EducationUSA staff to interact with our U.S. colleagues.

Welcome to DC!