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Are Universities Unsocial with Social Media?
Abstract
This chapter explores the necessity of teaching social media in university courses. Many of today's business organizations have replaced or augmented traditional marketing with social media in order to promote their products or services and take advantage of blogs, social networks, audio, video, email marketing, and collaborative environments to reach their customer base. The benefits include cost savings, stronger customer loyalty, increased sales, heightened product/service awareness, the ability to mine data, and reaching customers quickly. Universities, while focusing on the primary responsibility of teaching, are also employing social media to promote their business to their customers, the students. While university programs are sometimes criticized for focusing on theory instead of specific skills and relevance to the workplace, could this same criticism also be applicable to how universities use social media and how this burgeoning business tool is perhaps not being taught? In this chapter, various uses of social media in the university setting are uncovered and recommendations are made for improvement of social media initiatives.
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