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Electronic social networking has found popularity with individuals of all ages. It has also gained acceptance in the business world. Previous research, however, found that implementation was lagging with respect to institutions of higher learning. This study, therefore, was undertaken to expand upon this prior research and determine if the state of social networking has changed. Results suggest that in the current environment of increasing business competition, social networking is becoming an integral tool at the Association to Advance Collegiate Schools of Business (AACSB) accredited schools of business. A comparison of results with the 2011 baseline study demonstrates that both the percentage of institutions and number of technologies per institution have nearly doubled in one year. Moreover, academic program and enrollment size may be factors relative to usage. Finally, institutional control is likely a determinant of behavior as a greater percentage of private institutions versus public institutions implemented each technology.

ORGANIZATIONS COMPETING IN THE REALM OF SOCIAL NETWORKING: AN ANALYSIS OF AACSB ACCREDITED SCHOOLS OF BUSINESS