Social Media Branding Strategies for Higher Education: Comparing Facebook Pages and Web Sites

By Adam Peruta, William Ryan and Robertson Engelsman.

Published by The Technology Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

In terms of innovation and adoption of technology, higher education is not known to be at the forefront. At a time when universities are facing increasing competition, social media is seen as a new channel of communication between the institution and its constituents - a new way to present its brand to current students, prospective students, parents, faculty members, and community members. Through an exploratory content analysis, this study looks at 36 universities and colleges listed as being "Up and Coming Schools" on the US News and World Report Best Colleges list and looks at how these universities are extending their brand to their social media channels (Facebook). This study compares brand identity elements on their Facebook pages and Web sites.

Keywords: Social Media, Higher Education, Facebook

International Journal of Technology, Knowledge and Society, Volume 9, Issue 1, pp.11-23. Article: Print (Spiral Bound). Article: Electronic (PDF File; 824.653KB).

Adam Peruta

Assistant Professor, Park School of Communications, Ithaca College, Ithaca, NY, USA

Adam Peruta is an academic who teaches advertising, design, and new media at Ithaca College. His research interests concentrate in branding, digital technologies, and how new media impacts corporate advertising and marketing. Professionally, Adam focuses on interface design, graphic and interactive design, and branding.

William Ryan

Assistant Professor, Park School of Communications, Ithaca College, Ithaca, NY, USA

Robertson Engelsman

Multimedia Content Specialist, Marketing Communications, Ithaca College, Ithaca, NY, USA


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