Social Media and HBCU Admissions: An Analysis of Two-Way Communication

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Author(s): Erica C. Southerland (Howard University, USA)and Jacqueline R. Lewis (Old Dominion University, USA)
Copyright: 2016
Pages: 9
Source title: Administrative Challenges and Organizational Leadership in Historically Black Colleges and Universities
Source Author(s)/Editor(s): Charles B. W. Prince (Howard University, USA)and Rochelle L. Ford (Syracuse University, USA)
DOI: 10.4018/978-1-5225-0311-8.ch008

Keywords: Business Science Reference / Education / Educational Administration and Leadership / Higher Education

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Abstract

In a time of immense competition by all universities for top students and financial support, HBCUs have a special challenge to move beyond the laurels of tradition and innovatively participate in the modern market of college admissions. This study is a follow-up comparative deductive content analysis of the use of social media by admissions offices of top HBCUs according to U.S. News and World Report. The presence of these institutions' undergraduate admissions offices on popular social media sites such as Facebook, Twitter and YouTube and the usability of these sites have been measured against the principles of two-way communication. The results show diversity in social media use amongst institutions and certain changes and improvements made on each site since the time of the 2013 pilot study. Findings and recommendations provide insight into next steps for HBCUs to remain competitive in the digital age, according to best practices in public relations.

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Social Media and HBCU Admissions: An Analysis of Two-Way Communication

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