MTU Social Ranked No. 2 Overall in 2024 Higher Ed Social Media Report
Michigan Technological University has earned a higher education accolade, ranking No. 2 overall out of 304 Division II universities in Rival IQ’s "2024 Higher Education Social Media Engagement Report". The achievement is a testament to the hard work and creativity of the university marketing and communications team, whose collaborative efforts have brought Michigan Tech's social media presence to new heights.
This report evaluates colleges and universities based on their overall engagement and engagement rates. Engagement is measured by interactions like likes, comments, favorites, saves, retweets, shares, and reactions. The engagement rate is calculated by dividing total engagement by the number of followers. High engagement rates, combined with strong audience size and consistent posting volume, are the key factors that distinguish top-performing colleges and universities on social media.
Imagery of Michigan Tech social media posts featuring snow, showcased in a downloadable report. The text reads: "#2, Michigan Technological University. Michigan Technological University moved up in Division II Higher Ed rankings in 2024, securing the No. 2 spot after placing third in 2023. While Huskies are known for their focus on science, snow was a prominent content theme this year. Michigan’s Upper Peninsula loves snow, as seen in eight of Michigan Tech’s top engagement posts featuring the fluffy white stuff. The university also saw great success on Instagram, with 45 of its top posts engaging on this popular platform."
Rival IQ highlighted Michigan Tech in the downloadable report stating,
“Michigan Technological University also took a step up in Division ll Higher Ed podium in 2024, finishing No. 2 this year after picking up bronze in 2023.”
“While Huskies have traditionally focused on science, they had another interesting content trend this year: snow. They really love snow in Michigan’s Upper Peninsula, as eight of Michigan Tech’s top posts in total engagement featured the fluffy white stuff. Michigan Tech also relied on Instagram for the bulk of its success, with 45 of its top post in total engagement coming in on Higher Ed’s most popular social channel.”
Report Methodology:
The study surveyed all D1 and D2 colleges and universities on social media from June 1, 2023, to May 31, 2024, across Facebook, Instagram, TikTok, and Twitter. Using a weighted formula, Rival IQ generated an overall engagement ranking for each school. The top-ranked colleges boast high engagement rates alongside solid audience size and posting consistency.
Rival IQ defines engagement as measurable interactions on social media posts, including likes, comments, favorites, retweets, shares, and reactions. They measure engagement rate by follower on Facebook, Instagram, and Twitter (total engagement divided by followers) and by view on TikTok (total engagement divided by views).
