U.S. universities social media engagement 2021

As of May 2023, the University of Iowa was the leading higher education institute in the United States in terms of overall social media engagement across Instagram, Facebook and Twitter. University of South Carolina, Columbia ranked in second place, followed by Texas Christian University and James Madison University, respectively.

Leading higher education institutions in the United States on social media as of May 2021, by user engagement

Characteristic	Overall rank	Instagram rank	Facebook rank	Twitter rank	TikTok rank
University of Iowa	1	11	1	2	35
University of South Carolina, Columbia	2	14	7	8	21
Texas Christian University	3	8	5	31	30
James Madison University	4	1	9	10	76
Utah State University	5	44	29	7	23
Tarleton State University	6	18	10	21	65
University of Mississippi	7	52	31	35	25
Bowling Green State University	8	12	39	42	60
University of Georgia	9	13	63	54	28
University of Tennessee, Knoxville	10	63	31	16	53

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Release date

August 2023

More information

Region

United States

Survey time period

June 1, 2022 and May 31, 2023

Special properties

D1 colleges; interactions = reactions, comments, shares

Supplementary notes

According to the source: "We surveyed all D1 and D2 colleges and universities on social media between June 1, 2022 and May 31, 2023 on Facebook, Instagram, TikTok, and Twitter. Using this data and a weighted formula, we generated an overall engagement ranking for each school. The top-ranked colleges and universities on social media have high engagement rates with average or better audience size and posting volumes.

We define engagement as measurable interaction on social media posts, including likes, comments, favorites, retweets, shares, and reactions. We used engagement rate by follower to measure engagement on Facebook, Instagram, and Twitter, which is defined as the total engagement divided by the number of followers. We used engagement rate by view to measure engagement on TikTok, which is defined as the total engagement divided by the number of views."

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