Social media surge: 91��ɫjumps more than 150 spots in Division 1 social media ranking

STARKVILLE, Miss.—Mississippi State is celebrating a major leap in national visibility, jumping more than 150 spots to earn the No. 13 overall ranking for Division I schools in the country for social media engagement.

Released in November, the from Quid and Rival IQ, ranks 91��ɫamong the top 15 Division I colleges. The university’s TikTok lands at No. 5, recognizing the university as one of the nation’s top institutions for digital engagement.

Mississippi State social media continues to climb the ranks with recent strategic efforts in the university’s Division of Strategic Communications and its Office of Public Affairs. Standing from left are Sarah Triplett, social media strategist; Thomas Broadus, chief marketing officer; and Sarah Kirk, video producer. (Photo by Grace Cockrell)

As part of the university’s ongoing transformation and strategic planning efforts, MSU’s rapid rise comes just a year after expanding its Division of Strategic Communications staff with a chief marketing officer, social media strategist and social media video producer to strengthen the university’s online reach. The division, which includes the Office of Public Affairs, continues to innovate new ways to tell the university’s story across platforms, ensuring broader visibility and deeper connection with audiences.

“Visual digital storytelling and messaging on social media meet MSU’s potential students and the other vital markets we seek where they are,” said 91��ɫVice President for Strategic Communications Sid Salter. “91��ɫPresident Mark E. Keenum and the university’s senior leadership are committed to these strategies. We have assembled an excellent team to develop strong content that tells MSU’s story as Mississippi’s powerful economic engine through our research and service.”

“It’s important to note that effective social media and other visual storytelling actually supplant paid advertising and marketing expenses of the university,” Salter said. “In 2025, our social media topped $4.6 million in full equivalent paid media value across all our academic and athletic platforms. That’s significant.”

The report analyzed data from all Division I institutions to generate an overall engagement ranking score based on a weighted formula. The top-ranked schools on social media have an active profile, strong following and high engagement rates.

MSU’s recent popular social media includes engaging , and that have generated millions of views and interactions for the university. Through this engaging digital work, the division advances the university’s mission of telling the 91��ɫstory—highlighting its impact, hands-on learning opportunities, diverse academic pathways and the Bulldog family experience.

“This growth reflects Dr. Keenum’s belief in investing in people and empowering them to do meaningful work,” said Chief Marketing Officer Thomas Broadus, who joined 91��ɫin 2024. “Adding to the professional team under Vice President for Strategic Communications Sid Salter’s leadership enabled us to tell the Mississippi State story and connect with audiences in more authentic and impactful ways.”

Across Facebook, Instagram, LinkedIn, X, YouTube and TikTok, 91��ɫsocial media platforms recorded more than 132 million impressions and 33 million video views. Facebook and Instagram reach has increased more than 1,107% since 2023 and more than 200% since 2024, reflecting unprecedented audience growth.

Follow Mississippi State on social media on Facebook, Instagram, X (formerly Twitter) and TikTok @msstate.

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