Think Before You Tweet: Social Media Best Practices for Undergraduate Business Schools

Donna I.M. Spraggon

No 102264, Working Paper Series from University of Massachusetts, Amherst, Department of Resource Economics

Abstract: There are more than 100 social media tools available to higher education institutions to reach potential, current and past students. Both students and institutions are making use of social media, however, the latter are typically not taking full advantage of what is available. In this paper, I explore best practices in social media as they pertain to undergraduate business schools. An examination of 20 business schools reveals a large disconnect between social media best practice theory and those practices observed. Building on the identified best practices, I have constructed a suggested model for social media for a business school undergraduate program aimed at recruitment, retention and alumni investment.

Keywords: Research and Development/Tech Change/Emerging Technologies; Teaching/Communication/Extension/Profession (search for similar items in EconPapers)
Pages: 24
Date: 2011-04-05
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Persistent link: https://EconPapers.repec.org/RePEc:ags:umamwp:102264

DOI: 10.22004/ag.econ.102264

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