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Think Before You Tweet: Social Media Best Practices for Undergraduate Business Schools

Donna Spraggon ()
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Donna Spraggon: Department of Agricultural and Resource Economics, University of Massachusetts Amherst

No 2011-1, Working Papers from University of Massachusetts Amherst, Department of Resource Economics

Abstract: There are more than 100 social media tools available to higher education institutions to reach potential, current and past students. Both students and institutions are making use of social media, however, the latter are typically not taking full advantage of what is available. In this paper, I explore best practices in social media as they pertain to undergraduate business schools. An examination of 20 business schools reveals a large disconnect between social media best practice theory and those practices observed. Building on the identified best practices, I have constructed a suggested model for social media for a business school undergraduate program aimed at recruitment, retention and alumni investment.

Keywords: advising; business school; recruitment; retention; social media (search for similar items in EconPapers)
JEL-codes: M00 A20 (search for similar items in EconPapers)
Pages: 24 pages
Date: 2011-04
New Economics Papers: this item is included in nep-cul
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