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Twitch for higher education marketing and communications: Creating a presence in the gaming world

Author

Listed:
  • Cassel, Andrew

    (Social Strategist and Content Producer, Middlebury College, USA)

Abstract

Social media communicators at the University of Alaska Fairbanks used the video streaming platform Twitch to create a wide variety of content marketing assets as well as develop a new place to build community with current and prospective students. This paper analyses how the team navigated fair use laws and technical challenges and along the way broke through silos in unique and collaborative ways.

Suggested Citation

  • Cassel, Andrew, 2021. "Twitch for higher education marketing and communications: Creating a presence in the gaming world," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 5(4), pages 323-334, March.
    • Handle: RePEc:aza:jeam00:y:2021:v:5:i:4:p:323-334
    as

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    More about this item

    Keywords

    Twitch; marketing; community; storytelling; collaboration; communications; admissions;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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