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Higher Education Use of Twitter
Henning, Justin John
Henning, Justin John
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Abstract
This research paper examines the use of Twitter and other related social media platforms by public research universities. Using responses from a distributed survey to employees at these institutions, the study finds that social media is frequently used as a component in marketing efforts and general communication strategy with on-campus students. However, institutions face challenges in regards to staffing limitations, and how to measure or quantify social media's utility or effect beyond basic likes, retweets and other user-engagements.
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Date
2014-01-01
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University of Kansas
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This item contains archived web content.
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Henning_ku_0099M_13729_DATA_1.pdf
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- Embargoed until 2164-05-31
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Keywords
Marketing, Mass communication, Communication, media, social, strategy, trends, twitter, universities