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Internet Marketing and Web Development in Higher Education and other tidbits…

The Use of Social Media in Higher Education for Marketing and Communications: A Guide for Professionals in Higher Education

19 Aug 2008

written by Rachel Reuben

The Use of Social Media in Higher Education for Marketing and Communications: A Guide for Professionals in Higher Education

social media butterfly The Use of Social Media in Higher Education for Marketing and Communications: A Guide for Professionals in Higher EducationThe following is a guest post by Rachel Reuben the Director of Web Communication & Strategic Projects in the Office of Public Affairs at State University of New York at New Paltz.  Rachel was kind enough to share her recent completed report.  You can contact Rachel through email (rachel.reuben at gmail dot com) or connect through twitter.

This summer I did an independent study research project in pursuit of my MBA (expected graduation is May ’10). The focus of my research was the use of social media in higher education, specifically for marketing and communication.

This guide originally started with the premise of being co-authored with my sponsoring professor, and we planned to seek publication in an academic journal, and to present it at an upcoming conference. Unfortunately our schedules did not work out for the original concept, so I hope the guide as it turned out will still be useful to high level administrators in academia. We do plan to beef up the data analysis section and re-visit its focus into an academic publication later this year.

In July I produced a survey that was distributed via three listservs (uweb, HighEdWeb, SUNY CUADNet) and Twitter, asking what tools colleges are using, which offices maintain them, how often they spend maintaining them, and what target audience(s) they’re primarily using them for. I ended up with 148 unique colleges/universities responding to the survey.

the conversation prism The Use of Social Media in Higher Education for Marketing and Communications: A Guide for Professionals in Higher Education
The Conversation Prism

The tools I focused on for the purpose of this survey included Facebook, MySpace, YouTube, Flickr, Twitter, blogs, and del.icio.us (now delicious.com). This research project culminated into writing a guidfe geared towards high level administrators in higher education, such as President’s and VP’s who have heard about social media, but need a complete introduction to the concept and potential. However, I do believe the data presented provides some solid statistics for mid-level Web, marketing and communication professionals to use to convince their supervisors that some forms of social media may be very beneficial to their overall marketing and communication mix.

Download: The Use of Social Media in Higher Education for Marketing and Communications: A Guide for Professionals in Higher Education (PDF)

Key Takeaways:

  • Facebook has great potential for our purposes, and just over half of those surveyed already have a Facebook Page for their University. MySpace is not only loosing ground with the general population in terms of the number of active users, but it’s also not popularly used in higher education.
  • YouTube has enormous capabilities and potential. This is an area where you can really see a lot of ROI with no real post-production costs and an infinite audience (vs. creating CDs/DVDs, paying for postage to mail, distributing at fairs, etc.).
  • Higher education hasn’t quite found the right niche for Twitter yet. It has great potential in the future, and there are a few ideas floating out there that may take off in the coming months – it will be interesting to see how this plays out.
  • In this guide I discuss concerns and implications for adopting (or not) social media, and illustrate some best practices in the higher education industry.

The content of this post is licensed: ©2008 All Rights Reserved


About the author

Rachel Reuben

Rachel Reuben is the Associate Vice President for Marketing Communications at Ithaca College. She was a blogger on .eduGuru from November 2008 - January 2010. Read her complete bio.

RachelReuben.comRachel on Twitter Rachel on LinkedIn  Rachel on Delicious Rachel's SlideShare Presentations Rachel on UWebD

This post was written by - who has written 33 posts on .eduGuru


  • http://pulse.yahoo.com/_LR72W2GJ3RD3LAO25HA2RMVBNY haseeb

    very nice blog i love that work keep it up thanks for sharing the whole data Haircuts for Round Faces

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  • Damon Ebanks

    Very good information. I will be blasting this off to everyone on my team.
    Damon Ebanks
    http://www.uscranton.com

  • http://pulse.yahoo.com/_VUJCFHYCAV4RJ7YKYBCEJNPWT4 Anonymous

    Useful information ..I am very happy to read this article..thanks for giving
    us this useful information. Fantastic walk-through. I appreciate this post.
     

  • Kalis John

    Education is top for nation. Without education nation can not develop. Human Growth Hormone is antiaging product. If you are educated person you need to know about antiaging and Human Growth Hormone.

  • Anonymous

    Nice report…our current
    students are digital natives, born into a world of widespread online
    sharing. Aligning the technologies we use in our courses with their
    skills and approaches to collaborative learning is an opportunity we
    should take. 

  • http://www.facebook.com/profile.php?id=100000347296214 Noorehira Naveed

    Rachel could you mail me the questionnaire or tool you used to conduct the survey for this paper.

  • Anonymous

     Over here you have posted really a great stuff on the marketing and social media media marketing how it is beneficial for our products. This map representation i really good.
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  • ivoblogs ivoblogs

    I think this is very creative Web 2.0  Facebook is the changing the 

    Social Media.

  • http://www.facebook.com/people/Casper-Wood/100003112397759 Casper Wood

    Corporate
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    Hey, Really great work

     

  • Ayaz Mian

    Facebook is without doubt the best medium for marketing. I will prefer Facebook over Twitter. :)

  • http://www.365socialmedia.co.uk/ App Developers

    Soon, Facebook will meet the same demise as Friendster. Friendster used to be THE social network but it went down and even connected with Facebook to be able to log in to Friendster.

    We might not know it, there will be a kid sitting right next to you, planning the next social network.

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  • http://www.facebook.com/people/Matt-Pierce/100003534646795 Matt Pierce

     Great read. Thank you for this!
    - http://www.socialmediafrontiers.com

  • http://twitter.com/SocialMediaF SocialMediaFrontiers

    Fantastic read. Thank you for sharing. 

  • akashefi12

    I can clearly remember the “old days” of Myspace. To think how far Facebook has come…
    I must say your report is riddled with great information. If you get a chance check out my website about social marketing and Review Engine ROI

  • rtoraine

    really fantastic article on social media and its assimilation into the higher education environment. here’s a review on a new strategy (soon to be released) that higher educations can use to communicate with students. social media

  • Mohd Rafi Kassim

    Great Social Media Marketing articles…enjoy reading. Thank you for this!

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    I am sure thousands of people out there are going to put it to use. May be I will do it for myself soon. checkout this one too Thanks.

  • Mimi

    I am sure thousands of people are going to put it in use. May be I will try it myself soon. Checkout this one too – http://www.bsuccessa2z.com/

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