Social Media and Marketing of Higher Education: A Review of the Literature

dc.creator	Josiah Nyangau
dc.creator	Niamboue Bado
dc.date	2012-04-01T00:00:00Z
dc.date.accessioned	2015-07-20T22:19:20Z
dc.date.available	2015-07-20T22:19:20Z
dc.identifier	1948-075X
dc.identifier	https://doaj.org/article/be8e320d36b84c00bbf856c1f94cc5f5
dc.identifier.uri	http://evidence.thinkportal.org/handle/123456789/19687
dc.description	The emergence of social media has revolutionized the practice of communication in two fundamental ways. First, social media have made it possible for one person to send an instant message to millions of others worldwide. Second and perhaps more important, social media make it possible to establish a two-way communication channel between the sender and receivers or simply between receivers or “followers” outside the control of the original sender. Social media, therefore, transcend the traditional bureaucracy when it comes to marketing or seeking information from an institution. We conducted a review of the literature to find out how institutions of higher education are leveraging social media for recruitment and admissions purposes, and whether prospective students use social media in their college search process. Our findings indicate that social media use by institutions of higher education is on the rise, yet it is unclear whether content on university social media pages influences prospects’ choice-making processes.
dc.language	English
dc.publisher	Kent State University
dc.relation	http://rcetj.org/index.php/rcetj/article/view/180/264
dc.relation	https://doaj.org/toc/1948-075X
dc.rights	CC BY-NC-ND
dc.source	Journal of the Research Center for Educational Technology, Vol 8, Iss 1, Pp 38-51 (2012)
dc.subject	Social Media
dc.subject	Marketing
dc.subject	Recruitment
dc.subject	Admissions
dc.subject	Higher Education
dc.subject	Theory and practice of education
dc.subject	LB5-3640
dc.subject	Education
dc.subject	L
dc.subject	DOAJ:Education
dc.subject	DOAJ:Social Sciences
dc.subject	Theory and practice of education
dc.subject	LB5-3640
dc.subject	Education
dc.subject	L
dc.subject	DOAJ:Education
dc.subject	DOAJ:Social Sciences
dc.subject	Theory and practice of education
dc.subject	LB5-3640
dc.subject	Education
dc.subject	L
dc.subject	Theory and practice of education
dc.subject	LB5-3640
dc.subject	Education
dc.subject	L
dc.subject	Theory and practice of education
dc.subject	LB5-3640
dc.subject	Education
dc.subject	L
dc.title	Social Media and Marketing of Higher Education: A Review of the Literature
dc.type	article