ABSTRACT
This paper describes how a small academic program used social media marketing--specifically, a Facebook advertising campaign and a Facebook page to attract prospective students. From the results obtained, the design and deployment of Facebook as part of a strategic departmental communication and marketing plan requires more study. While advertisements brought users to the page, the conversations and engagement typically expected in a social network site did not materialize. In the end, the online advertising and promotion resulted in no new student applications to the graduate program.
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- Rekhter, N. Using social network sites for higher education marketing and recruitment. International Journal of Technology and Educational Marketing. 2, 1 (January-June, 2012): 26--40. DOI=http:// 10.4018/ijtem.2012010103Google Scholar
- Constantinides, E., and M. Zinck Stango. Potential of the social media as instruments of higher education marketing: A segmentation study. Journal of Marketing for Higher Education. 21, 1 (June-July, 2011): 7--24. DOI=http://10.1080/08841241.2011.573593Google Scholar
- Falls, J., and E. Deckers. No Bullshit Social Media. Indianapolis: Que Publishing, 2012.Google Scholar
- Zarella, D, and A. Zarella. The Facebook Marketing Book. Sebastopol, CA: O'Reilly Media, Inc., 2011. Google ScholarDigital Library
Index Terms
- Understanding social media advertising in higher ed: a case study from a small graduate program
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