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Social Networking as an Admission Tool: A Case Study in Success

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  • Thomas J. Hayes
  • Doug Ruschman
  • Mary M. Walker

Abstract

The concept of social networking, the focus of this article, targets the development of online communities in higher education, and in particular, as part of the admission process. A successful case study of a university is presented on how one university has used this tool to compete for students. A discussion including suggestions on how to enhance the success of this tool in your recruitment process is also provided.

Suggested Citation

  • Thomas J. Hayes & Doug Ruschman & Mary M. Walker, 2009. "Social Networking as an Admission Tool: A Case Study in Success," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 19(2), pages 109-124, December.
    • Handle: RePEc:taf:jmkthe:v:19:y:2009:i:2:p:109-124
    DOI: 10.1080/08841240903423042
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    Cited by:

    1. , Aisdl, 2020. "Using YouTube Videos to Promote Universities : A Content Analysis," OSF Preprints weh9t, Center for Open Science.
    2. Hiep-Hung Pham & Kelly Farrell & Huyen-Minh Vu & Quan-Hoang Vuong & Nancy K. Napier, 2017. "Using YouTube video to promote university: a content analysis," Working Papers CEB 17-004, ULB -- Universite Libre de Bruxelles.
    3. Stuart Palmer, 2014. "Characterizing Twitter communication - a case study of international engineering academic units," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 24(2), pages 257-273, December.

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