An Analysis of Social Media Marketing In Higher Education

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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.

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