Document Type
Conference Proceeding
Conference Track
Social Media/ Internet/ Mobile/ Direct Marketing
Publication Date
2016
Abstract
The use of online social communities for online universities seems a topic where usage can be taken for granted. This paper provides a literature review that shows the importance of community for students and alumni, and builds the case that online universities need to use online communities to deepen relationship. The paper then identifies the top social media network sites that can be used to build online communities and analyzes the activities of the top 54 undergraduate and top 53 graduate online programs at these sites. Despite the need to engage through these social media sites, online universities in general and online graduate-level programs in particular are not taking advantage of these sites to build communities and deepen relationships with students and alumni. Only 40.7% of top online undergraduate and 37.7% of top online graduate programs use any social media tool extensively. Recommendations for online university engagement on the top five social media sites are provided.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Witzig, Lisa; Spencer, Joe; and Myers, Katlyn, "Online Universities: Who Is Creating Virtual Communities?" (2016). Association of Marketing Theory and Practice Proceedings 2016. 23.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2016/23
About the Authors
Lisa Witzig Colorado State University - Colorado State University-Global Campus
Dr. Witzig also is a member of the faculty at Colorado State University, where she teaches marketing. She served as the Deputy Director of the Sensor Physics Office at the National Geospatial-Intelligence Agency (NGA). Dr. Witzig consults with Ideen, LLC. She researches Social media. DBA Capella.
Joe Spencer – Corresponding Author Anderson University – South Carolina
Dr. Spencer is a Professor of Marketing at Anderson University, Anderson SC. He is the former VP of Emerging applications and VP of Marketing at CenturyLink (CenturyTel). Prior to this he served at AT&T and BellSouth. Dr. Spencer researches social media and new product development. DBA University of Sarasota – Argosy.
Katlyn Myers Anderson University – South Carolina
Katlyn is a student at Anderson University. She graduates in May with a major in Marketing