Social media and building a connected college

Abstract

Social media and the access of social networking platforms through a variety of media are integral parts of almost every community today. To address the debate of drawbacks and benefits of social media best practices in higher education and beyond, this article presents research examining motivation and media usage patterns in a major business school. An online survey of the college’s stakeholders discovered behaviors associated with media usage, including how and why respondents use social platforms. Usage varied across education, entertainment, and human connection. Over a five five-year period, interactions within these channels focused on by the college increased dramatically.

Keywords

• social media
• business communities
• marketing education
• engagement
• digital natives