How Are Recent College Grads Using Facebook?

By David Cohen 

RecentCollegeGradsStudy650How are recent college graduates using Facebook to help them tackle the challenges they are facing? The social network teamed up with research agency Firefly Millward Brown to conduct in-depth research on “a small number of participants.”

The social network outlined the study’s findings in a post on its Facebook for Business page. Highlights include:

  • Finding a job is obviously the first priority for most, as college graduates discussed interviews 83 percent more than the year before on Facebook, employers 72 percent more, and jobs 54 percent more.
  • According to a recent survey by Accenture, four out of 10 recent college graduates earn $25,000 per year or less, and 46 percent consider themselves either underemployed or in jobs that don’t require college degrees.
  • Accenture also found that 38 percent of the class of 2014 planned to move back in with their parents this year.
  • Recent college graduates send 1.3 times more messages than average Facebook users and create 1.6 times more posts.
  • The median age of recent college graduates on Facebook is 22, and the gender split is nearly even — 51 percent female, 49 percent male. Hispanics account for 13 percent.
  • Recent college graduates were responsible for 2.5 times more actions on Facebook in the year after graduation than before.
  • Female college graduates were most likely to use Facebook to stay updated on financial services, fashion, beauty, health care, and retail, while males focused on financial services, console games, sports, electronics, and cars.

Facebook also offered the following takeaways for marketers:

  • Since finding the right job is a necessity for recent graduates, marketers can help them by promoting websites, clubs, associations, and subscriptions for young professionals, along with technology that makes their lives more productive and efficient, such as productivity applications.
  • As they enter the workforce, both male and female graduates are in need of new, affordable professional attire. This is also a group that is highly mobile, so there is a need for on-the-go food products, as well as healthy and affordable foods they can prepare at home and bring to work to save money.
  • Marketers can also be a partner by working with recent grads to consolidate their debt and come up with a near-term plan for paying off student loans.
  • With Facebook, marketers can reach more than 1.4 million recent graduates in the U.S. and target them even more specifically to help meet their needs. By providing grads with the tools necessary to collaborate or be entrepreneurial, marketers can help inspire and empower recent grads as they step off of campus into their new lives.

Readers: Did any of the findings by Facebook and Firefly Millward Brown surprise you?