Facebook as a UTSA Recruitment Tool Analysis

In 2018, as a high school senior, I remember scrolling through Facebook late one evening, feeling overwhelmed by the looming decision of where to attend college. Amidst the usual posts from friends and family, an advertisement from the University of Texas at San Antonio (UTSA) caught my eye—a vibrant image of students on campus, paired with a caption about scholarship opportunities. That single post prompted me to click through to UTSA’s page, attend a virtual open house, and ultimately apply.

Section 1: Background and Context

The Role of Social Media in Higher Education Recruitment

Social media has transformed how universities connect with prospective students. Platforms like Facebook, with over 2.9 billion monthly active users globally as of 2023 (Statista, 2023), offer unparalleled reach to diverse demographics. For institutions like UTSA, which serves a significant population of first-generation and Hispanic students in South Texas, social media provides a cost-effective way to engage with communities that may not attend traditional college fairs or campus tours.

Facebook, in particular, remains a dominant platform despite competition from newer apps like TikTok and Instagram. Its robust advertising tools, detailed user analytics, and broad age demographics make it a valuable asset for targeted recruitment campaigns. However, as user behaviors shift and privacy concerns grow, universities must adapt their strategies to maintain effectiveness.

UTSA’s Current Recruitment Landscape

UTSA, a Hispanic-Serving Institution (HSI), enrolled over 34,000 students in 2023, with a significant portion coming from the San Antonio area (UTSA Institutional Research, 2023). The university has historically relied on a mix of in-person outreach, digital marketing, and partnerships with local high schools for recruitment. Facebook has been a key component of its digital strategy, with the university maintaining an active presence through posts, events, and paid advertisements.

This report focuses specifically on Facebook’s role, assessing its current impact and projecting its potential for 2025. The analysis draws on publicly available data, social media analytics, and demographic trends to provide a comprehensive outlook.

Section 2: Current Data on Facebook Usage and UTSA Recruitment

Facebook User Demographics in 2023

As of 2023, Facebook remains a leading social media platform in the United States, with approximately 239 million users (Statista, 2023). Among these, 18- to 24-year-olds—UTSA’s primary recruitment demographic—account for about 25% of users, though this proportion has declined slightly since 2019 due to competition from platforms like TikTok (Pew Research Center, 2023). However, parents of prospective students, often aged 35-54, represent a significant and growing user base, making up 40% of U.S. Facebook users, which suggests an indirect recruitment channel.

In Texas, Facebook penetration remains high, with over 70% of adults reporting active use (Pew Research Center, 2023). This is particularly relevant for UTSA, given its focus on local and regional recruitment. Hispanic users, a key demographic for UTSA, also show strong engagement, with 73% of U.S. Hispanic adults using the platform (Pew Research Center, 2023).

UTSA’s Facebook Engagement Metrics

UTSA’s official Facebook page currently has over 100,000 followers, with posts averaging 500-1,000 engagements (likes, comments, shares) per update (Socialbakers, 2023). Paid ad campaigns targeting high school students and parents in Texas have yielded click-through rates (CTR) of 2.5%, above the industry average of 1.5% for education ads (WordStream, 2023). These campaigns often promote open houses, application deadlines, and scholarship opportunities.

However, engagement among younger users (18-24) has shown a slight decline over the past two years, mirroring national trends of Gen Z gravitating toward visual platforms like Instagram and TikTok. Despite this, Facebook remains effective for reaching parents and non-traditional students, such as adult learners or transfer students, who form a growing segment of UTSA’s enrollment (UTSA Institutional Research, 2023).

Visual Representation: Current Engagement Trends

Below is a simplified line chart illustrating UTSA’s Facebook engagement trends by demographic from 2021 to 2023, based on aggregated data from Socialbakers and UTSA reports.

Engagement Rate (%) by Age Group 6% | * (18-24, 2021) 5% | * (18-24, 2022) * (35-54, 2021) 4% | * (18-24, 2023) * (35-54, 2022) 3% | * (35-54, 2023) 2% | 1% | |________________________________________ 2021 2022 2023

*Note: Engagement rate reflects average interactions per post divided by total followers. Data shows a decline among 18-24-year-olds but stability among 35-54-year-olds.

Section 3: Methodological Approach and Assumptions

Data Sources and Analytical Framework

This analysis integrates multiple data sources, including social media analytics (Statista, Socialbakers), demographic surveys (Pew Research Center), and UTSA institutional reports. Statistical modeling is used to project trends through 2025, employing a linear regression model to estimate changes in user engagement and platform usage based on historical data from 2018-2023. Additionally, scenario analysis is applied to account for variables such as shifts in user demographics, technological advancements, and policy changes (e.g., data privacy regulations).

Key metrics analyzed include user growth rates, engagement rates (likes, shares, clicks), and cost-per-click (CPC) for paid ads. These are contextualized within broader demographic trends, such as the projected growth of the Hispanic population in Texas, which is expected to increase by 10% between 2020 and 2030 (Texas Demographic Center, 2023).

Assumptions and Limitations

Several assumptions underpin this analysis. First, it assumes that historical trends in Facebook usage and engagement will continue linearly unless disrupted by major external factors (e.g., new platform competitors or regulatory changes). Second, it assumes that UTSA’s target demographics—primarily high school students, parents, and non-traditional learners—will maintain similar social media behaviors through 2025.

Limitations include the potential for rapid shifts in platform popularity, which are difficult to predict, and the lack of granular data on UTSA-specific ad performance beyond publicly available metrics. Additionally, privacy regulations, such as updates to the California Consumer Privacy Act (CCPA), could restrict targeted advertising, impacting recruitment strategies. These uncertainties are addressed through multiple scenario projections.

Section 4: Projected Trends for Facebook as a Recruitment Tool in 2025

Scenario 1: Continued Dominance with Adaptation

In this baseline scenario, Facebook remains a key recruitment tool for UTSA, with user growth stabilizing at 1-2% annually in the U.S. through 2025 (based on Statista projections). Engagement among 18- to 24-year-olds may continue to decline by 5-10% as Gen Z shifts to other platforms, but this is offset by sustained or increased usage among parents and adult learners. UTSA could maintain effectiveness by focusing on content tailored to these groups, such as virtual campus tours and financial aid webinars.

Projected ad costs (CPC) are expected to rise by 15-20% by 2025 due to increased competition and privacy-driven targeting limitations (eMarketer, 2023). However, with strategic optimization—such as hyper-local targeting in South Texas—UTSA could achieve a return on investment (ROI) of 3:1, meaning $3 in application value per $1 spent on ads.

Scenario 2: Declining Relevance Among Core Demographic

In a more pessimistic scenario, Facebook’s relevance to high school students drops significantly, with engagement among 18- to 24-year-olds falling by 20-30% by 2025 as newer platforms dominate. UTSA would need to pivot toward secondary audiences (e.g., parents) or integrate Facebook with other platforms like Instagram for a multi-channel approach. Recruitment yield from Facebook alone could decline by 15%, necessitating increased budget allocation to alternative digital or in-person strategies.

Scenario 3: Technological and Policy Disruptions

A third scenario considers external disruptions, such as stricter data privacy laws or major platform updates (e.g., changes to Meta’s advertising algorithms). These could reduce targeting precision by 30-40%, increasing CPC by up to 50% (eMarketer, 2023). UTSA might need to invest in organic content strategies—such as student ambassador takeovers or alumni testimonials—to maintain visibility without relying heavily on paid ads.

Visual Representation: Projected Engagement Scenarios

Below is a bar chart comparing projected engagement rates for UTSA’s Facebook campaigns under the three scenarios in 2025.

Engagement Rate (%) by Scenario for 2025 5% | * (Scenario 1) 4% | * 3% | * * (Scenario 2) 2% | * * 1% | * * * (Scenario 3) |________________________________________ Scenario 1 Scenario 2 Scenario 3

*Note: Scenario 1 assumes stable engagement with adaptation, Scenario 2 reflects a decline among younger users, and Scenario 3 accounts for policy or tech disruptions.

Section 5: Key Factors Driving Changes

Demographic Shifts

The Texas population is becoming younger and more diverse, with Hispanic individuals projected to comprise 45% of the state’s population by 2025 (Texas Demographic Center, 2023). This aligns with UTSA’s mission as an HSI, and Facebook’s strong penetration among Hispanic users offers a strategic advantage. However, cultural and linguistic nuances must be addressed through tailored content to maximize engagement.

Technological Advancements

Emerging features on Facebook, such as enhanced video tools and virtual reality (VR) integrations, could provide new recruitment avenues by 2025. For instance, VR campus tours could increase user interaction by 20-30% based on early studies of immersive marketing (eMarketer, 2023). UTSA should monitor these developments and allocate resources for pilot programs.

Privacy and Regulatory Changes

Data privacy laws, such as the General Data Protection Regulation (GDPR) and CCPA, are tightening globally, potentially limiting Facebook’s ad targeting capabilities. Universities may face a 10-15% reduction in ad reach by 2025 due to user opt-outs (Forrester Research, 2023). UTSA must prepare contingency plans, such as building first-party data through direct engagement on its website or app.

Competition from Other Platforms

TikTok and Instagram are gaining traction among Gen Z, with 60% of 18- to 24-year-olds using these platforms daily compared to 40% for Facebook (Pew Research Center, 2023). While Facebook retains a broader audience, UTSA should consider a hybrid strategy to capture younger users on emerging platforms while leveraging Facebook for parents and non-traditional students.

Section 6: Historical and Social Context

Evolution of Digital Recruitment

Digital recruitment has evolved significantly since the early 2000s, when email and static websites dominated university outreach. The rise of social media in the late 2000s shifted the focus to platforms like MySpace and later Facebook, which offered dynamic, interactive ways to connect with students. UTSA, like many institutions, adopted these tools to reach underserved populations in Texas, aligning with broader societal trends toward digital inclusion.

Social Implications for UTSA’s Mission

As a public university serving a diverse, often economically disadvantaged region, UTSA’s use of Facebook aligns with its mission to provide accessible education. The platform’s low-cost advertising and wide reach enable the university to connect with first-generation students and rural communities. However, the digital divide—where some prospective students lack reliable internet access—remains a challenge, requiring a balanced approach that includes offline recruitment.

Section 7: Recommendations for UTSA in 2025

1. Diversify Content for Multiple Audiences: Develop targeted campaigns for high school students, parents, and non-traditional learners. For example, use live Q&A sessions for parents while promoting short, engaging videos for younger users.

2. Invest in Emerging Features: Experiment with VR campus tours and interactive ad formats on Facebook to boost engagement, allocating 10-15% of the digital marketing budget for pilot projects by 2025.

3. Prepare for Privacy Changes: Build first-party data collection through UTSA’s website and app to reduce reliance on third-party targeting. This could mitigate a potential 10-20% loss in ad reach due to regulations.

4. Adopt a Multi-Platform Strategy: While maintaining a strong Facebook presence, allocate resources to TikTok and Instagram to capture Gen Z users, ensuring a balanced digital portfolio.

5. Monitor Metrics Closely: Use real-time analytics to track engagement and adjust campaigns quarterly. Focus on ROI metrics, such as cost-per-application, to optimize spending.

Section 8: Conclusion

Facebook remains a powerful tool for UTSA’s recruitment efforts, offering unmatched reach and targeting capabilities as of 2023. However, its effectiveness by 2025 will depend on how well the university adapts to declining engagement among younger users, rising ad costs, and potential regulatory disruptions. By considering multiple scenarios—continued dominance, declining relevance, and technological disruptions—this analysis highlights the need for flexibility and innovation in UTSA’s strategy.

While uncertainties remain, particularly around user behavior and privacy laws, UTSA can position itself for success by diversifying content, embracing new features, and integrating Facebook with other platforms. The personal story that opened this report serves as a reminder of social media’s potential to shape life-changing decisions. With data-driven planning, UTSA can continue to harness that potential through 2025 and beyond.

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