Snap (or Tweet) out of it: Now is the time to allocate resources to higher education social media efforts

Kristofer Karol
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Kristofer Karol: Director of Marketing and Communications, Michigan State University College of Nursing, USA

Journal of Education Advancement & Marketing, 2016, vol. 1, issue 2, 102-110

Abstract: Most colleges and universities want to get on social media or to improve their digital presence, but it is a lot more complicated than hitting the ‘login’ button. Marketers and communicators need to take the time to develop a focused strategy, evaluating the time, money, people power and content at their disposal. From there, they must research what others have done before crafting a strategy that outlines clear goals, objectives, strategies and tactics, as well as which metrics will be used to gauge ‘success.’ At least one Big Ten university has taken this message to heart — especially at two of its campuses — launching engaging and effective social media campaigns that bring real-world campus life to the digital stage.

Keywords: social media; digital marketing; public relations; communications; engagement; student life; recruitment (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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