Using Social Networks as a Catalyst for Change in Global Higher Education Marketing and Recruiting.

Higher education institutes (HEIs) throughout the world are recognising the potential of using social networking as an outreach method for their marketing and recruiting campaigns and can serve as a catalyst for strategic change within the education sector. This study researched 90 universities in Asia, Africa and Europe to their use of social networking for educational recruiting and marketing. Results showed that HEIs in certain geographic areas do use it, but results are inconsistent among the globe. The innovative functionality provided by social networking has challenged HEI officials who may be inexperienced at utilising the full potential of these sites to better serve the school and its stakeholders. However, it is important that HEIs integrate the use of social media into their marketing programmes in order to better reach their intended audiences and provide for a more successful education experience for students

Engaging Alumni and Prospective Students Through Social Media

Social media provides institutions an opportunity for a new level of engagement with prospective students, alumni, donors and community members. This chapter begins with an overview of social media in higher education, who is using it and for what, then provides a few talking points to consider with others before beginning a push into social media. The remainder of the chapter includes a few examples of ways in which social media are used to engage alumni and prospective students, including utilizing Twitter as a free SMS service to provide updates to prospective students during their recruitment, creating an iPhone application for alumni weekend as both an information and engagement tool, and using live tweets from alumni during homecoming to provide an authentic look at the day’s events

Measuring consumers' engagement with brand-related social-media content: development and validation of a scale that identifies levels of social-media engagement with brands

The main purpose of this study is to develop a scale to measure consumer's engagement with social media brand-related content. The reported scale (CESBC) comprises three dimensions: consumption, contribution, and creation. Qualitative techniques were used to generate an initial pool of items that capture different levels of consumer engagement with social media brand-related content. Quantitative data from a consumer survey (=2252) was then collected in two phases to calibrate and validate the ensuing scale. Results confirmed the structure and psychometric properties of the CESBC. As expected, each subscale is significantly correlated with nomological network constructs, i.e., brand equity and brand attitudes

Get yourself connected: conceptualising the role of digital technologies in Norwegian career guidance

This report outlines the role of digital technologies in the provision of career guidance. It was commissioned by the c ommittee on career guidance which is advising the Norwegian Government following a review of the countries skills system by the OECD. In this report we argue that career guidance and online career guidance in particular can support the development of Norwa y’s skills system to help meet the economic challenges that it faces.The expert committee advising Norway’s Career Guidance Initiativ

Building online employability: a guide for academic departments

This guide will help academic departments to support students to think about their careers and to use the online environment wisely. Used badly the array of social media and online technologies can seriously disadvantage a students’ career development, but if used well they can support students to find out about and transition into their future career.This work was funded by the University of Derby’s Research for Teaching and Learning programme

Think Before You Tweet: Social Media Best Practices for Undergraduate Business Schools

There are more than 100 social media tools available to higher education institutions to reach potential, current and past students. Both students and institutions are making use of social media, however, the latter are typically not taking full advantage of what is available. In this paper, I explore best practices in social media as they pertain to undergraduate business schools. An examination of 20 business schools reveals a large disconnect between social media best practice theory and those practices observed. Building on the identified best practices, I have constructed a suggested model for social media for a business school undergraduate program aimed at recruitment, retention and alumni investment.advising, business school, recruitment, retention, social media

Plymouth College of Further Education: report from the Inspectorate (FEFC inspection report; 109/96 and 30/01)

The Further Education Funding Council has a legal duty to make sure further education in England is properly assessed. The FEFC’s inspectorate inspects and reports on each college of further education according to a four-year cycle. This record comprises the reports for periods 1995-96 and 2000-01

Canadian national sport organisations’ use of the web for relationship marketing in promoting sport participation

Sport participation development requires a systematic process which involves knowledge creation, dissemination and interactions between National Sport Organisations, participants, clubs and associations as well as other agencies. Using a relationship marketing approach (Grönroos, 1997, Gummesson, 2002, Olkkonen, 1999), this paper addressed the question ‘How do Canadian NSOs use the Web, in terms of functionality and services offered, to create and maintain relationships with sport participants and their sport delivery partners?’ Ten Canadian NSOs’ websites were examined: functionality was analysed using Burgess and Cooper’s (2000) eMICA model, while NSOs’ utilisation of the Internet to establish and maintain relationships with sport participants was analysed using Wang, Head and Archer’s (2000) relationship-building process model for the Web. It was found that Canadian NSOs were receptive to the use of the Web, but their information-gathering and dissemination activities, which make-up the relationship-building process, appear sparse, and in some cases are lagging behind the voluntary sector in the country

Bilston Community College: report from the Inspectorate (FEFC inspection report; 69/94 and 42/99)

Comprises two Further Education Funding Council (FEFC) inspection reports for the periods 1994 and 1998/99