Measuring the Social Impact: How Social Media Affects Higher Education Institutions

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Author(s): Vladlena Benson (Kingston Business School, Kingston University, UK)and Stephanie Morgan (Kingston Business School, Kingston University, UK)
Copyright: 2015
Pages: 18
Source title: Implications of Social Media Use in Personal and Professional Settings
Source Author(s)/Editor(s): Vladlena Benson (Kingston Business School, Kingston University, UK)and Stephanie Morgan (Kingston Business School, Kingston University, UK)
DOI: 10.4018/978-1-4666-7401-1.ch009

Keywords: Information Science Reference / Media & Communications / Social Computing / Social Networking

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Abstract

Effective social media usage has particular challenges for HE institutions. The many opportunities afforded by social media, increasingly demanded by students, have negative potential. Social technology requires substantial investment to do well, and in particular, it can be very hard to measure its performance. In this chapter, the authors focus on how aligning with strategic objectives can reduce the risk and enhance the effectiveness of social media use throughout the student lifecycle. They also consider the risks which social media investment entails in HE. Using a case study of a UK university, the authors identify common themes for social media adoption in educational settings. They offer practical recommendations and key areas to consider before launching or enhancing a social media strategy in the field of HE.

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