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Social Media Marketing Strategies For Educational Programs

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  • Mary Beth McCabe
  • Richard Weaver

Abstract

Social media marketing strategies have transformed how organizations interact with their audiences and customers. Social media platforms such as Facebook and Twitter are being utilized for communications by nearly every organization. This study looks at how educational organizations who provide services to K-12 educators use social media and judge to what extent it is effective. Social media usage was evaluated to determine if interaction is collaborative, meaningful, and measurable. Data was gathered from the content, frequency and type of messages and a rubric was used to measure the effectiveness of several organizations. The studied educational organizations were found to have quite varied choices for preferred social media and had a great range of effectiveness in the media used. The most effective were found to engage two-way communication with their followers rather than simply broadcasting messages

Suggested Citation

  • Mary Beth McCabe & Richard Weaver, 2018. "Social Media Marketing Strategies For Educational Programs," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 12(2), pages 53-62.
    • Handle: RePEc:ibf:gjbres:v:12:y:2018:i:2:p:53-62
    as

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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Social Media; Engaging Customers; Interaction; Effective Marketing; Communications;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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