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Social Media Based Relationship Marketing
Abstract
A growing number of colleges and universities are using social media as an integral component of their marketing strategy, because they realize marketing is not a marketer-led, one-way form of communication, but a student-led, two-way dialogue. By becoming part of this conversation, educational institutions can learn about how to incorporate social media as part of their marketing strategy to reach these students. The chapter combines an overview of social media based marketing tools and “real-world” experience from corporate and academic institutions on social media based marketing. This chapter ends with a case study of Penn State Global Campus to assist marketing managers to create social presence for online educational programs.
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