OSU leads Big 12 in social media rankings for the second year in a row

OSU leads Big 12 in social media rankings for the second year in a row

Tuesday, December 9, 2025

Media Contact: Page Mindedahl | Communications Specialist | 405-744-9782 | [email protected]

Oklahoma State University once again ranks among the nation's best in social media engagement, earning the top spot in the Big 12 Conference for the second year in a row and placing 17th out of 667 Division I and II institutions nationwide, according to the 2025 Higher Education Social Media Engagement Report from Quid and Rival IQ.

Quid, an independent analytics company, evaluates how effectively colleges and universities connect with their audiences across major platforms to produce its annual report, one of the industry's most referenced benchmarks for digital performance.

OSU's sustained success in social media reflects a yearslong effort to strengthen OSU's digital presence, sharpen its storytelling and lean into the creativity that resonates with the Cowboy family. OSU again led all Division I institutions in Oklahoma, finishing ahead of the University of Oklahoma and the University of Tulsa.

Hayley Hagen, OSU's assistant director of digital communications, said the repeat finish atop the Big 12 highlights the team's momentum and collaborative mindset.

"Staying at the top of the Big 12 takes more than great content, it takes alignment across the entire OSU System," Hagen said. "Our teams bring so much creativity and purpose to every post. That shared effort is what fuels our engagement and keeps OSU leading in this digital space."

Engagement on social platforms - likes, comments, shares or taps - remains a critical metric. In this year's media landscape, schools that leaned into video content on TikTok or Instagram saw especially sharp engagement spikes.

Erin Petrotta, OSU's chief marketing officer, said the recognition reinforces the university's commitment to innovation and its land-grant mission.

"Social media gives us a direct line to the Cowboy family, and we don't take that lightly," Petrotta said. "These rankings reflect a strategic, mission-driven approach to telling OSU's story. From campus partners to our social media team, everyone plays a part in elevating the brand and showcasing the impact of a land-grant university."

Several other Big 12 universities also placed in Quid's top 100, including the University of Houston (22), Baylor University (25), Texas Christian University (26), West Virginia University (47), Texas Tech University (54), Brigham Young University (72), and the University of Utah (87).