Colleges with many Twitter followers don’t always engage
Colleges with many Twitter followers don’t always engage  Most-
mentioned schools mostly using Twitter to broadcast university
and industry news  Colleges and universities with the most
Twitter activity are missing out on engaging prospective
students via the platform, according to new research from
Brandwatch, a social media monitoring and analytics firm.  The
analysis used a Thomson Reuters list of the top 10 U.S.
university mentions on Twitter from January 31 through March 31.
The big finding: The main Twitter handles of these schools were
used mostly for broadcasting university-specific and industry
news, according to the research.  Seven out of the top 10
universities had a less than 10 percent engagement rate—the
percentage of total tweets that used an “@” symbol to mention or
reply to others—for their tweets. Harvard, Stanford, MIT and
Columbia sent out no tweets directly to other users throughout
the period. UCLA had the most recruitment-related