Think Before You Tweet: Social Media Best Practices for Undergraduate Business Schools
AbstractThere are more than 100 social media tools available to higher education institutions to reach potential, current and past students. Both students and institutions are making use of social media, however, the latter are typically not taking full advantage of what is available. In this paper, I explore best practices in social media as they pertain to undergraduate business schools. An examination of 20 business schools reveals a large disconnect between social media best practice theory and those practices observed. Building on the identified best practices, I have constructed a suggested model for social media for a business school undergraduate program aimed at recruitment, retention and alumni investment.
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Bibliographic InfoPaper provided by University of Massachusetts Amherst, Department of Resource Economics in its series Working Papers with number 2011-1.
Length: 24 pages
Date of creation: Apr 2011
Date of revision:
advising; business school; recruitment; retention; social media;
Find related papers by JEL classification:
- M00 - Business Administration and Business Economics; Marketing; Accounting - - General - - - General
- A20 - General Economics and Teaching - - Economic Education and Teaching of Economics - - - General
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