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Social media in higher education: understanding how colleges and universities use Facebook

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  • Adam Peruta
  • Alison B. Shields

Abstract

This study provides an understanding of the current social media landscape for higher education institutions. While it is recognized that consistency in school branding across all communications with stakeholders is important to attract and retain students, relatively little work has been done to determine specifically what type of content should be included in a school’s social media campaign, nor has there been an investigation as to the relative frequency of the content. The authors use content analysis to examine Facebook posts from 66 top US colleges and universities and engagement from their constituents on these posts. Results show that there are significant differences in engagement received on posts across institution type. Additionally, media type and posting frequency are factors that contribute to engagement. This study provides direction on how university social media managers can better manage their social media content to improve engagement and increase the reach of their posts.

Suggested Citation

  • Adam Peruta & Alison B. Shields, 2017. "Social media in higher education: understanding how colleges and universities use Facebook," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 27(1), pages 131-143, January.
    • Handle: RePEc:taf:jmkthe:v:27:y:2017:i:1:p:131-143
    DOI: 10.1080/08841241.2016.1212451
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    References listed on IDEAS

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    1. Hollenbeck, Candice R. & Kaikati, Andrew M., 2012. "Consumers' use of brands to reflect their actual and ideal selves on Facebook," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 395-405.
    2. Belk, Russell W, 1988. "Possessions and the Extended Self," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 139-168, September.
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    Cited by:

    1. Alejandro Quiroz Flores & Farhana Liza & Husam Quteineh & Barbara Czarnecka, 2021. "Variation in the timing of Covid-19 communication across universities in the UK," PLOS ONE, Public Library of Science, vol. 16(2), pages 1-25, February.
    2. Saphiya Mukhametgaliyeva & Alena Gura & Olesya Dudnik & Anastasiya Khudarova, 2022. "The Use of Social Networks in E-Learning Technologies in the Context of Distance Education," Sustainability, MDPI, vol. 14(14), pages 1-12, July.
    3. Chiara Fantauzzi & Rocco Frondizi & Nathalie Colasanti & Gloria Fiorani, 2019. "Creating Value in the Entrepreneurial University: Marketization and Merchandising Strategies," Administrative Sciences, MDPI, vol. 9(4), pages 1-16, October.
    4. Alexandru Grigoras, 2022. "Helpful or not? A Review about the Role of Social Media in Higher Education Admission Campaigns," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 583-590, September.
    5. Li, Lei & Zhang, Jiayang & An, Xun, 2023. "Using social media for efficient brand marketing: An evaluation of Chinese Universities using Bilibili," Socio-Economic Planning Sciences, Elsevier, vol. 88(C).
    6. Avneet Kaur & Sujata Khandai & Jones Mathew, 2023. "Mapping the Field of Social Media Engagement: A Literature Review Using Bibliometric Analysis," FIIB Business Review, , vol. 12(4), pages 368-385, December.
    7. Irina A. Novikova & Polina A. Bychkova & Alexey L. Novikov, 2022. "Attitudes towards Digital Educational Technologies among Russian University Students before and during the COVID-19 Pandemic," Sustainability, MDPI, vol. 14(10), pages 1-18, May.

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