Twitch for higher education marketing and communications: Creating a presence in the gaming world

Andrew Cassel
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Andrew Cassel: Social Strategist and Content Producer, Middlebury College, USA

Journal of Education Advancement & Marketing, 2021, vol. 5, issue 4, 323-334

Abstract: Social media communicators at the University of Alaska Fairbanks used the video streaming platform Twitch to create a wide variety of content marketing assets as well as develop a new place to build community with current and prospective students. This paper analyses how the team navigated fair use laws and technical challenges and along the way broke through silos in unique and collaborative ways.

Keywords: Twitch; marketing; community; storytelling; collaboration; communications; admissions (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2021:v:5:i:4:p:323-334

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