Using social media to prevent ‘melt’ in the virtual era

Chay Rao and Sabiha Afrin
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Chay Rao: Director, Strategic Communications & Public Relations, School of Public Affairs, American University, USA
Sabiha Afrin: Assistant Director, Marketing & Communications, School of Public Affairs, American University, USA

Journal of Education Advancement & Marketing, 2023, vol. 8, issue 2, 154-164

Abstract: The COVID-19 pandemic and associated closures and mitigation processes changed the structure of higher education. Temporary decisions to move classes online became, in some cases, permanent, and an increasing number of students, including those enrolled in residential universities, availed themselves of remote learning opportunities. This new frontier has challenged university communications teams to rethink classic strategies for student connection; such connection has been shown to build excitement for classes and college life, ensuring that students ‘show up’ for virtual learning and maintain enrolment until graduation. This paper presents a case study on the successful social media tactics used by one school-level communications team at a private US residential university to forge deeper connections to students and prevent ‘melt’ in the virtual era.

Keywords: higher education communications; higher education marketing; student enrolment; student retention; social media (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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