Snapchat: Higher education’s new key to current and prospective student engagement

Tony Dobies and Candace Nelson
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Tony Dobies: Senior Director of Marketing, West Virginia University, USA

Journal of Education Advancement & Marketing, 2016, vol. 1, issue 1, 17-25

Abstract: Snapchat is the fastest growing social media platform and attracts a young, high school- and collegeaged audience — one crucial to higher education. While some institutions in higher education have struggled with implementing a Snapchat strategy due to its controversial reputation, difficult user interface and ever-evolving content, this mobile platform provides a great opportunity to captivate a difficult-to-reach audience. This paper details how higher education can approach Snapchat using West Virginia University’s strategy to engage with prospective and current students.

Keywords: higher education; social media; Snapchat; marketing; prospective student recruitment (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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