An Analysis of Social Media Marketing In Higher Education

1754 Words4 Pages
bulb-icon

Recommended: Effects of social networking on the academic performance of undergraduate students

From the first email being composed and sent in 1971 to the creation of Facebook in 1994, online communication strategies in higher education has changed tremendously (Bennett, 2013). There are increasing social channels to reach more diverse and widespread populations, and the vast array of internet-based tools continues to grow (Cruz, 2012). Social media has evolved into networks of knowledgeable people, working across time and space to make informed decisions and solve intricate problems (Bingham & Conner, 2010). Facebook, Twitter, MySpace, YouTube, blogs and forums are all examples of social media tools that provide ways to engage with other people online and form long-term or short-term relationships (Fouts, 2009). According to a study done at Hardin-Simmons University, 92 percent of colleges are using social media in concurrence with their official websites (Greenwood, 2012). In order stay abreast of the shifting demographics of students, employees, alumni and other constituencies, leaders in higher education must readjust marketing strategies and traditional communication approaches through the utilization of social media. The need for marketing in higher education has become increasingly relevant due a rise in competition among colleges and universities for students, faculty, staff and financial support (Harrison-Walker 2009). Harrison-Walker (2009) attributes this trend to the decrease in first generation college students, forcing institutions to become more competitive in the buyer’s market (103). The rise of social media has brought about a fundamental shift in marketing. Social media has the power extend a brand campaign by raising awareness in a nearly unlimited and unrestricted domain (2009). Marketing through soci... ... middle of paper ... ...s for Social Media Engagement. Cupertino, CA: Happy About.info. Greenwood, G. (2012). Examining the Presence of Social Media on University Web Sites. Journal of College Admission, (216), 24-2 Grensing-Pophal, L. (2010). The New Social Media Guidelines. Information Today, 27(3), 1-47. Harrison-Walker, L. (2009). Strategic Positioning in Higher Education. Academy Of Educational Leadership Journal, 13(1), 103-111. Kelly, M. (2012). Minimizing risk from Social Media. Education Journal, (139), 5. O'Donovan, E. (2012). Social Media: Guidelines for School Administrators. District Administration, 48(7), 34-36. Martin, J., & Samels, J. E. (2012). Beyond Facebook: What's Next for Social Media in Higher Ed. University Business, 15(1), 12. McDonald, F. (2009). Five Steps to Developing a Powerful Social Networking Strategy. (cover story). University Business, 12(5), 43-46.

Show More
Related

  • Dbq Social Media

    379 Words  | 1 Pages

    In a press release, NACAC wrote, “One-fourth of colleges surveyed indicated that they used Web search or social networking technology to locate information about prospective students.” (Source B) Now, students communicate on social media tools like Facebook and Twitter. Colleges should check student’s social media because student’s spend so much time communicating on them. According to Joyce Smith, “While still no substitute for face-to-face interaction, social media have opened lines of communication and inquiry for both students and institutions that were inconceivable only a decade ago.” (Source B)

    Read More

  • Analysis of The Dove Campaign For Real Beauty

    1839 Words  | 4 Pages

    A. M. Kaplan and M. Haenlein, ‘Users of the world, unite! The challenges and opportunities of Social Media’, Business Horizons, vol. 53, no. 1, 2010, pp. 59-68.

    Read More

  • Marketing Through Social Media ( Exploratory Essay )

    1058 Words  | 3 Pages

    Marketing through Social Media (Exploratory Essay) Throughout the ages there have been many intriguing ways that businesses have portrayed their product or services for accessibility. Recently, businesses have been researching how to market the businesses product through the World Wide Web. With websites such as Facebook, Twitter, Instagram, it started becoming popular within the past 20 Years. People have started to rely heavily on the internet over the past decade, whether it be for searching for information on products or people.

    Read More

  • Rise in the Fitness Culture

    1429 Words  | 3 Pages

    Clemmitt, Marcia. "Social Media Explosion." CQ Researcher 25 Jan. 2013: 81-104. Web. 26 Feb. 2014.

    Read More

  • Essay About Social Media

    969 Words  | 2 Pages

    Since the introduction of internet in the 1990’s, its importance worldwide has always grown tremendously. From the first email send to the domination of Facebook and other social media websites, it has changed the way people communicate. The use of social media is increasingly becoming the preferred way people share their daily activities, ideas and knowledge and that is why it’s the most talked about and used platform. Many companies are encouraging their employees to use various social media platforms and engage online for office productivity, posting opinions and presenting their thoughts. Corporations realize that Social Media tools such as blogs, forums, podcasts and social networking websites makes internal communications faster, more convenient and effective. Social media is a low-cost, high-impact tool that can also complement and reinforce your existing communications efforts. It gives a new dimension to internal communications in many ways: building relationship with employees, leads to diverse thinking and innovation, and reduce costs and Increase Productivity. Social media has impacted positively in the business world, but its downside has impacted teens in high school, with issues such as cyber bullying, and people using Facebook and twitter to get over their boredom and research proving that the more they use social networking websites the more envious they feel.

    Read More

  • Essay On Effects Of Social Media On Interpersonal Relationships

    1007 Words  | 3 Pages

    “Social media, a web-based and mobile technology, has turned communication into a social dialogue, and dominates the younger generation and their culture. As of 2010, Generation Y now outnumbers Baby Boomers, and 96% of Gen Y has joined a social network” (Qualman 1). Social media now accounts for the number one use of the Internet, and this percentage is rising bigger every day (Qualman). As a consequence, people are becoming more reliant on social media, which has a led to a number of advantageous as well as unfavorable effects. The world is more connected today than it has ever been in the past, and this is all because of growth in technology. What has yet to be determined though

    Read More

  • The Negative Effects Of Social Media On Our Generation

    1500 Words  | 3 Pages

    Communication plays an important role and becomes an essential part in our daily lives. Today we have taken communication to new level as social media and social networking. They have had a tremendous impacts on the word, on our culture and in business as well. Social media websites are some of the most popular on the internet, such as Facebook, Twitter, Youtube, etc. They are the places where people can interact with others easily and expose themselves to strangers. Our generation and the younger ones have more opportunities to grow up with the new development of technology that will shape the way they live of communicating and sharing ideas. The social media causes some problems that lead to less social interaction and negatively affect students academic, but it also brings benefit to people that creates new social connections to bring people from all over the world to be closer.

    Read More

  • The Power of Social Media in the Classroom

    912 Words  | 2 Pages

    Exposing students to the power of social media in the classroom is an important part of preparing them to be active and positive digital citizens in a 21st century world. In the last two years, my own students have rapidly been drawn to Twitter, Instagram, Tumblr, and many other social networking platforms. They upload, share, and connect with others often without any regard to how their digital footprints may reflect them as individuals. Having continuous conversations with students about the choices that they make can lead to positive results. Students don't realize how powerful social media platforms can be in terms of networking, researching, and engaging in academic conversations. It makes me laugh every time I hear them whisper about my colleague Heather's or my Twitter feed. First of all kids, I can hear you. Second of all, yes, social media can be an amazing way to give and exchanged knowledge.

    Read More

  • Social Impact on College Students

    1086 Words  | 3 Pages

    Social Media has become a very essential tool in the society; in addition, it has a huge impact on communication and learning process. Social media is defined as websites and applications used for social networking. “As of September 2013, seventy-one percent of online adult use Facebook, eighteen percent use Twitter and seventeen percent use Instagram, twenty-two percent use PInterest, and another twenty-two percent use LinkedIn. (PewReasearch, 2013). In addition, "Between February 2005 and August 2006, the use of social networking sites among young adult internet user ages eighteen and twenty-nine jumped from nine percent to forty-nine percent. The usage of social media had grown drastically.” On social media sites like these, users may develop biographical profiles, communicate with friends and strangers, do research, and share thoughts, photos, music, links, and more” (Socialnetworking.procon,2012). Social media has impacted everyone in several different ways. In this present time, majority of college student use Facebook, Twitter and Instagram. Social media has a bold impact college student's grades, social interactions, and the teaching and learning process.

    Read More

  • Modern Communication: Social Networks

    978 Words  | 2 Pages

    While with the constant use of these social technologies, less people are communicating in person, this type of technology might be doing more harm than good because with the rise of websites such as Facebook, social networking may be on the verge of replacing traditional personal interactions for the next generation. Social networks were created for the sole purpose of helping individuals communicate. There are many other reasons that these technologies are used, but communication is still the number one. It is not only changing how we communicate, but how we interact with each other in daily life. Supporters of social networking sites say that the online communities promote increased interaction with friends and family and offer teachers, librarians, and students valuable access to educational support and materials.

    Read More

  • The Importance Of Social Media In Education

    1229 Words  | 3 Pages

    Social media is a internet-based tools that promote collaboration and information sharing. Social media can be used in academic settings to promote student engagement and facilitate better student learning. The students can use the social media to find any information because can save time and faster to access information. The students also can improve their knowledge and language level when using the social media in students daily routine. Social media can promote community development through collaboration and information sharing. When use the social media it can provide opportunities for individual expression as well as interactions with other users. Current research has indicated that using social media as an educational tool can lead to increased student engagement. Social media can give more experience in daily life and give more knowledge

    Read More

  • Time Spent On Social Media Essay

    1311 Words  | 3 Pages

    In the age that we live in, social media has intergraded with college student’s daily lives and how much time is spent on social media. Social media is neither inherently bad nor good it all depends on how it is being used. “Social media are increasingly mobile, smartphones and tablets give users instant and around the clock access to social media and other web functions.” (Martinez-Aleman) When college students access sites on social media like Twitter or Facebook and get side tracked then social media is bad because it effects their education. However, when it is being used to communicate with their peers or professors then social media is a tool of good. Some researchers believe that the social media helps college

    Read More

  • Importance Of Social Media In Education

    908 Words  | 2 Pages

    Social media is a countless array of Internet based tools and platforms that increase and enhance the sharing of information which is common nowadays. It appeared after internet dawned. Social media not only use in communication, but also involve in education. (Laura, 2014). In short, Joseph (2013) said that social media allow students to participate, converse, share, collaborate and link up .

    Read More

  • Social Media as a Marketing Tool

    1172 Words  | 3 Pages

    Social media marketing is a new trend of marketing where different Businesses have taken to social media sites to market and promote old and existing products and brands or create more awareness of their new products. Facebook and Twitter are the two most well known sites where firms market and promote themselves. Over one billion users worldwide use both sites everyday; from averages Joe’s to famous celebrities. Such is the power of each social media site that one post can make or break you.

    Read More

  • What Are The Advantages And Disadvantages Of Physical Education?

    1469 Words  | 3 Pages

    In the study I performed on social media and its impacts on college aged students, are foreshadowed problems seen in the literature review revolved around positive and negative effects of social media, social media effects on relationships, social media effects on communication, and ways social media can be utilized in the college setting.

    Read More

More about An Analysis of Social Media Marketing In Higher Education

Open Document