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Think Before You Tweet: Social Media Best Practices for Undergraduate Business Schools

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Author Info

  • Donna I. M. Spraggon

    ()
    (Department of Agricultural and Resource Economics, University of Massachusetts Amherst)

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    Abstract

    There 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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    File URL: http://courses.umass.edu/resec/workingpapers/documents/ResEcWorkingPaper2011-1.pdf
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    Bibliographic Info

    Paper provided by University of Massachusetts Amherst, Department of Resource Economics in its series Working Papers with number 2011-1.

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    Length: 24 pages
    Date of creation: Apr 2011
    Date of revision:
    Handle: RePEc:dre:wpaper:2011-1

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    Web page: http://www.umass.edu/resec/
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    Related research

    Keywords: advising; business school; recruitment; retention; social media;

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