Building Authenticity in Social Media Tools to Recruit Postsecondary Students

Sandlin, Jean Kelso; Peña, Edlyn V.

doi:10.1007/s10755-014-9280-9

Cited by 22 publications

(15 citation statements)

References 17 publications

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“…Research has shown that college-bound high school students are significantly influenced by authenticity and its perceived presence or lack thereof in a school's social media and recruitment tools. 35 One study found that lack of authenticity provoked skepticism, and that inauthentic content was more likely to be viewed as censored advertising.…”

Section: Content Strategymentioning

confidence: 99%

Social Media as an Engagement Tool for Schools and Colleges of Pharmacy

Chen

DiVall

2018

American Journal of Pharmaceutical Education

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Objectives. To describe the importance and the approach of social media strategy development for schools and colleges of pharmacy.Findings. In recent years, pharmacy educators have begun exploring the benefits of social media.Effectively utilizing social media as a tool to fulfill marketing, recruitment, and student engagement initiatives is contingent on having a fully-developed social media strategy that is well-positioned for success. Developing a sustainable social media strategy involves the following important components: establishing goals and objectives, identifying target audiences, performing competitive and channel analyses, developing content strategy, activities planning, identifying roles, budget and resources planning, and analyzing ongoing performance.Summary. This paper provides relevant information and guidance to inform schools of pharmacy that wish to enhance their social media presence.

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Section: Content Strategymentioning

confidence: 99%

Social Media as an Engagement Tool for Schools and Colleges of Pharmacy

Chen

DiVall

2018

American Journal of Pharmaceutical Education

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“…The use of social media is also related to connections to peers and the campus in general (Davis et al 2015;Ghosh, Chawla, and Mallott 2012;Sandlin and Peña 2014).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

Facebook, crowdsourcing and the transition to college

Nehls

Livengood

2017

Journal of Further and Higher Education

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a department of educational Psychology and higher education, university of nevada, las Vegas, nV, uSa; b global education & career development, Massachusetts institute of technology, cambridge, Ma, uSa ABSTRACTThe purpose of this study is to enhance our understanding of how college students connect online prior to their first year. Before students ever set foot on a college campus, they are making friends, joining clubs, locating activities, finding roommates and discussing future student activities all through the social network site, Facebook. Anticipatory socialisation theory frames this research to focus on the social, academic and career aspects of the transition. A case study approach and content analysis methodology sought to better understand frequent topics and themes for pre-college students. The primary foci of the pre-college Facebook interactions were connectivity and commonality among new students. An unintended finding was the discovery of crowdsourcing on post-secondary social media sites. Crowdsourcing taps into the collective intelligence of the public to complete tasks that an organisation would normally either perform itself or contract to a third-party provider; hence, outsourcing to a crowd. In this case, the crowd is comprised of pre-college students about to start their first year of post-secondary education. ARTICLE HISTORY

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“…Most literature about the use of social media in higher education admissions focuses on identifying and assessing trends and best practices for institutional recruitment strategies or ascertaining student communication preferences and expectations in the college choice process (Art & Science Group, LLC, ; Barnes, ; Barnes & Lescault, ; Constantinides & Zinck Stagno, ; Griffiths & Wall, ; Kowalik, ; Lindbeck & Fodrey, , 2010; Martin, ; Noel‐Levitz, , 2015; Parrot & Tipton, ; Rogers, , 2015, 2016; Sandlin & Peña, ; Zalanowski, ). Because perceptions about prospective students’ predilections direct the ways in which colleges and universities approach engagement with them, we describe student perspectives about the role of social media in the search and decision‐making processes before addressing common institutional practices and related considerations.…”

Section: Social Media and Students’ College Admission Processmentioning

confidence: 99%

“…Additionally, a few other organizations (Art & Science Group, LLC, ; Parrot & Tipton, ) or scholars (Constantinides & Zinck Stagno, ; Lindbeck & Fodrey, ; Martin, ) have, in recent years, surveyed prospective or current college students about the technologies they used in the college search and selection process. Other studies have focused on the relevance of specific technologies, such as instant messenger platforms (Zalanowski, ) or student‐written blogs (Sandlin & Peña, ).…”

Section: Social Media and Students’ College Admission Processmentioning

confidence: 99%