Title

Social media in higher education: understanding how colleges and universities use Facebook

Document Type

Article

Publication Date

1-2-2017

Abstract

This study provides an understanding of the current social media landscape for higher education institutions. While it is recognized that consistency in school branding across all communications with stakeholders is important to attract and retain students, relatively little work has been done to determine specifically what type of content should be included in a school’s social media campaign, nor has there been an investigation as to the relative frequency of the content. The authors use content analysis to examine Facebook posts from 66 top US colleges and universities and engagement from their constituents on these posts. Results show that there are significant differences in engagement received on posts across institution type. Additionally, media type and posting frequency are factors that contribute to engagement. This study provides direction on how university social media managers can better manage their social media content to improve engagement and increase the reach of their posts.

Publication Name

Journal of Marketing for Higher Education

Volume Number

27

First Page

131

Last Page

143

Issue Number

1

DOI

10.1080/08841241.2016.1212451

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