The Effect of Social Media on University Image Management

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Introduction The emergence of social media is creating a major challenge to the images of higher educational institutions in the Unites States. The image of universities and colleges has become tenuous, as they are sidelined “in a world where consumers speak freely with each other and organizations have limited control over the information available about them in cyberspace (Kaplan & Haenlein, 2010). Today, an Internet user can type the name of an organization on Google search and is sure to see the corporate webpage and at least five other entries including the online encyclopedia, Wikipedia. The new technology allows users to post entry without the knowledge of organizations or providing similar access to alter such comment. Wikipedia, for example, forbids the influence of companies on its online community. According to current statistics, there are 100 million twitters in the world today (230 million tweets sent per day). In 2014, the video hosting site YouTube announced that every minute, 54 hours of video content were uploaded to its servers. At the same time, Facebook reported that at the end of December 2013, it had over one billion monthly active users, and is available in more than 80 languages. Put in perspective, this figure is second only to the population of the People’s Republic of China. Given the dimension and high usage of the media, very little empirical research has been done on how this will affect university image management. In an attempt to fashion an effective dialogic relationship with the social media, I want to study what universities currently do to manage their image on the social media. I propose a qualitative study using a randomly selected sample of colleges and universities in the U. S. t... ... middle of paper ... ...e university. Journal of Marketing for Higher Education 4(1) 423-427 Ivy, J. (2001). Higher education image: A correspondence analysis approach. The International The Journal of Educational Management, 15(6/7), 276-282 Jacobsen, W. C., & Forste, B. S. (2011). The wired generation: Academic and social outcomes of electronic media use among university students. Behavior, and Social Networking, 14(5), 275-282 Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59—68. doi:10.1016/j.bushor.2009.09.003 Kotler, P., & Fox. (1985). Strategic marketing for educational institutions. Englewood Cliffs, NJ: Prentice-Hall. McAllister-Spooner, S. M., & Kent, M. L. (2009). Dialogic public relations and resource dependency: New Jersey community colleges as models for web site effectiveness.

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