Social media-first marketing: A case study of leveraging influencers

Nicole Smith

Journal of Education Advancement & Marketing, 2018, vol. 3, issue 1, 48-57

Abstract: Generation Z spends most of their day on mobile devices and institutions are trying to disrupt that space to encourage engagement with their brand. In October 2016, Drake University leveraged social media, public relations and word-of-mouth tactics to lure a world-famous rapper (Drake) to its campus, eventually resulting in the most traffic to its website since it was created in 1997. This paper will discuss the ways Drake University benefits from a social media-first strategy approach, examples of how they are adopting this strategy and why other institutions may benefit.

Keywords: generation Z; social media; influencers; native content; organic content; engagement; Drake University; #BringDraketoDrake (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2018
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