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Using Social Media to Facilitate Instruction and Increase Marketing in Global Higher Education

Using Social Media to Facilitate Instruction and Increase Marketing in Global Higher Education
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Author(s): Michael D. Richardson (Columbus State University, USA), Sarah G. Brinson (Albany State University, USA) and Pamela A. Lemoine (Columbus State University, USA)
Copyright: 2018
Pages: 20
Source title: Marketing Initiatives for Sustainable Educational Development
Source Author(s)/Editor(s): Purnendu Tripathi (Arab Open University, Saudi Arabia) and Siran Mukerji (Arab Open University, Saudi Arabia)
DOI: 10.4018/978-1-5225-5673-2.ch009

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Abstract

The technological revolution of the past two decades has changed global higher education, particularly with the impact of social media. There are two primary functions of social media in higher education: instruction and marketing. Social media offers higher education students an array of options to socialize, network, stay informed, and connected, but technology proficiency may not be the same for instructors. As social media use by students becomes more established, educators in higher education pursue methods to parlay expertise in instruction into increased opportunities to advertise and market higher education institutions. Social media's impact of instruction in higher education is undeniable. The next major focus is on social media as a robust recruiting instrument to increase enrollment in global higher education.

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