Creating a tribe for social media storytelling and brand co-creation at small higher education institutions

Dianne Frances D. Powell
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Dianne Frances D. Powell: Associate Director of University Communication, Indiana State University, USA

Journal of Education Advancement & Marketing, 2020, vol. 5, issue 2, 152-161

Abstract: Social media have revolutionised communication and changed the way brand stories are created. Because of social media’s popularity among target audiences of higher education institutions, they have become key components to higher education marketing communication strategies. How can colleges and universities maximise human resources for a social media strategy that incorporates the management of brand co-creation to produce a unified image? Based on recent experiences from social media initiatives at a small, private, liberal arts Catholic college, this paper highlights the benefits of networks of faculty staff social media administrators, social media student ambassadors and alumni ambassadors in content generation and expansion of the institution’s social media footprint.

Keywords: social media; branding in higher education; sub-branding; social media ambassadors; marketing; communications (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2020:v:5:i:2:p:152-161

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