Web presence of universities: Is higher education sending the right message online?

Web sites of the 3738 U.S.-based colleges and universities were sampled and analyzed to determine how higher education employs the internet to communicate to key publics overall and students in particular. Analyses revealed prospective donors are the most often-targeted public followed by faculty/staff. Prospective and current students followed. In better news to students, the five items students most often seek on the Web were the five most common items linked from university home pages.