The latest GenerationWeb study makes it clear that the decision where to study is dominated by the business school website, and increasingly social media is playing a part.  However, although more than 80% of students say they use their preferred social network on a daily basis, few are using it directly in connection with their studies.  Social media is having a bigger impact with prospective students who are using the networks to get an authentic view from current students and alumni of their preferred course and institution.

The web is often initially a visual experience, although it needs to be backed up with strong copy.  Too many business school websites have gone down the route of simply showing pictures of smiling students.  Photography could be switched from one site to another with no discernible difference, reducing distinctiveness.  Also key to a successful site is strong navigation, speed of site and effectiveness of site search.  A slow site will have a greater impact on perceptions than almost anything else on a website.

Asked about the potential impact of a school website on choice of where to study, there are large differences between the scores students give to different business school websites.  While one school had more than 80% of the sample keen to study with them having seen their website, another school had a score of -40%.

For more details from the GenerationWeb study, download the Executive Summary here.  To take part in the next round of the GenerationWeb study in March 2012, download and complete the booking form here.