Association of Marketing Theory and Practice Proceedings 2015
 

Title

Social Media Marketing Use in Georgia’s Institutions of Higher Education

Document Type

Conference Proceeding

Conference Track

Social Media/ Internet/ Mobile/ Direct Marketing

Publication Date

2015

Abstract

The Internet and social media are changing the way that people interact with the world around them everyday. Individuals are able to learn more about the products they use, places they visit, and other people within their network by simply turning on their computer, smart phone, or tablet. Thanks to this great utility, institutions of higher education around the world are using social media to interact with and market themselves to faculty, students, and even prospective students. With over 4,000 colleges and universities in the United States, schools are aiming to prove that their product can add value to the lives of stakeholders while providing them with benefits that cannot be found anywhere else. This study aims to discover how institutions use outlets such as Facebook, Twitter, YouTube, blogs, and other platforms, to connect with university offices and students in new ways. Using an online survey platform, this study was able to explore trends being used by various institutions to reach constituent populations.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

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