Majority of MBA applicants see social media as fair game for admissions committees

A recent study conducted by Manhattan Prep and Kaplan reveals that the majority of business school applicants see their social media activity as open to scrutiny by admissions committees. 

The survey, which included responses from 306 aspiring MBA students, indicates a broad acceptance of social media posts being evaluated during the admissions process.

According to the findings, 59% of respondents consider their online social media posts on platforms such as LinkedIn, Facebook, Instagram, X, and TikTok as "fair game" for admissions officers. At the same time, however, 41% view this practice as an invasion of privacy that should be avoided.

The survey also highlights that most applicants are confident that their social media presence would not negatively affect their admissions prospects. Specifically, 66% believe that if admissions officers reviewed all their social media content, it would have no impact on their application. 22% think such scrutiny could actually enhance their chances, whereas only 12% fear it could damage them.

Despite this, the vast majority of respondents do not feel the need to modify their online presence before applying to business school. Only 3% stated they would "definitely" delete posts, with 10% considering it likely. On the other hand, 38% said they would probably not clean up their accounts, and 35% have decided definitely against doing so. An additional 13% remain unsure.

The survey, conducted online between March and April 2024, sought to understand the attitudes of U.S. business school candidates towards the role of social media in the admissions process. As the digital landscape continues to evolve, the perspectives and practices around the integration of social media into professional and academic evaluations are likely to further develop.

Stacey Koprince, director of content and curriculum at Manhattan Prep, which is owned by Kaplan, commented on the findings: 

“The vast majority of today’s business school applicants are millennials and Gen Zers who grew up on social media, regularly using it to tell stories, share, and express themselves, so it’s not too surprising that most are comfortable with admissions officers evaluating them on the content they post.

“Though it is notable that some respondents told us that they are concerned their political views shared on social media might be held against them.”

In separate discussions with various business school admissions officers, Kaplan has learned that while many agree it is fair to review applicants' social media profiles, it is not a common practice. Koprince added:

“While social media remains a wildcard in the process, we encourage prospective students to focus on what we know will most impact their chances of getting in, namely their scores on the GMAT, GRE, or EA, work experience, undergraduate GPA, letters of recommendation, admissions essays, and interviews.

“That said, we also caution everyone to be careful what they post online. The hunt for online clout can sometimes have unexpected consequences.”