SOCIAL MEDIA MARKETING STRATEGIES FOR EDUCATIONAL PROGRAMS

Mary Beth McCabe and Richard Weaver

Global Journal of Business Research, 2018, vol. 12, issue 2, 53-62

Abstract: Social media marketing strategies have transformed how organizations interact with their audiences and customers. Social media platforms such as Facebook and Twitter are being utilized for communications by nearly every organization. This study looks at how educational organizations who provide services to K-12 educators use social media and judge to what extent it is effective. Social media usage was evaluated to determine if interaction is collaborative, meaningful, and measurable. Data was gathered from the content, frequency and type of messages and a rubric was used to measure the effectiveness of several organizations. The studied educational organizations were found to have quite varied choices for preferred social media and had a great range of effectiveness in the media used. The most effective were found to engage two-way communication with their followers rather than simply broadcasting messages

Keywords: Social Media; Engaging Customers; Interaction; Effective Marketing; Communications (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2018
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