Why Your Social Media Matters in Business School Admissions

If you’re applying for a master in management (MiM) program, chances are you already know that admissions committees will scrutinize every part of your application. But have you considered that they might also be checking out your social media?

A recent survey of aspiring business school students, by education services companies Manhattan Prep and Kaplan, found that most of them believe their social media posts are “fair game” for admissions.

And they’re right — your online presence can offer insight into who you are, beyond the resume and personal statement.

As Stacey Koprince, director of content and curriculum at Manhattan Prep, points out: “The vast majority of today’s business school applicants are millennials and Gen-Zers who grew up on social media. So, it’s not too surprising that most are comfortable with admissions officers evaluating them on the content they post.”

But she adds: “It is notable that some respondents told us that they are concerned their political views shared on social media might be held against them.”
So, while it’s natural to share your thoughts and opinions online, it’s also wise to be mindful of how your posts might be perceived by an admissions committee. For social media isn’t just a platform for self-expression — it can also be seen as part of your personal brand.

Indeed, admissions officers might not only be looking at your LinkedIn to verify your professional accomplishments; they could be scrolling through your Twitter feed, Instagram posts, or even your TikTok videos to get a sense of your personality, interests and values.

Julia Teuber, the associate director of admissions for masters programs at WHU – Otto Beisheim School of Management in Germany, says: “Checking social media channels is not part of our standard procedure. However, each examiner may review an applicant’s social media profile, if they discover red flags in the applicant’s previously provided information.”

She adds that, if an applicant’s social media profile reveals information that is in conflict with the values of the business school, “we reserve the right not to offer a study contract or to withdraw an existing offer”.

That said, it’s worth noting that most business school admissions officers don’t make social media a focal point of their evaluation process.
“In conversations we’ve had with many business school admissions officers, we found that they largely agree that it’s fair game to visit applicants’ social media profiles, though most told us they rarely do it,” says Koprince at Kaplan.

How should you manage your social media presence while applying for a MiM program?

Start by auditing your profiles, experts say. Scroll through your posts and ask yourself, “Is this something I want an admissions officer to see?” If not, consider cleaning it up. Deleting or archiving unprofessional or overly personal content can help ensure that your online presence aligns with the image you want to project.

It’s also a good idea to check your privacy settings. Not everything needs to be public, and it’s okay to keep certain parts of your life just for friends and family.

But for the content that is visible to the public, experts say you should make sure it reflects the best version of yourself — whether that’s through showcasing your achievements, leadership experiences, or personal interests.

While some candidates may consider deleting their social profiles, Karen Marks, president and founder of North Star Admissions, advises against it, as it might raise suspicion. Instead, she recommends reviewing and managing online content carefully, as anything from book reviews to old Facebook posts can be problematic.

While admissions tests scores and work experience are still more critical in admissions decisions, she says candidates should be cautious with their online presence, since some schools and employers do check.

“Privacy concerns remain a gray area, so take a conservative approach to social media to avoid potential risks,” says Marks.

Admissions officers might also do a quick Google search of your name. So it’s a good idea to do the same, and see what comes up. If anything unflattering appears, take steps to address it.

Sometimes that might mean asking websites to remove outdated content, or it could involve creating new content that better reflects your professional and personal growth. A pragmatic approach may be best, schools say.

Can social media reveal who an applicant really is?

Julie Barefoot, an associate dean at Emory University’s Goizueta Business School, says that social media can offer a more authentic view of a candidate, helping admissions teams see involvement in meaningful activities that might not be highlighted in the application.

For example, discovering a candidate’s involvement in community service through LinkedIn can provide an extra edge. On the other hand, inaccurate or misleading information online, such as a defunct business listed on a resume, can negatively impact an application.

She tells candidates to be realistic and ensure that their online profiles, especially LinkedIn, accurately reflect their professional experiences and education.

“While social media isn’t as important as other application elements, it can be a deciding factor in some cases,” Barefoot says.

In the end, your social media presence is just another piece of the puzzle in your application, and it can either support or undermine your candidacy.

“While social media remains a wildcard, we encourage prospective students to focus on what we know will most impact their chances of getting in – namely their scores on admissions tests, undergraduate GPA, letters of recommendation, essays and interviews,” says Koprince at Manhattan Prep.

But she also offers a word of caution: “The hunt for online clout can sometimes have unexpected consequences.”