Disciplining Social Media Strategy: Implementation Toolkit

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Facebook, Twitter, and other online social networks are growing at an unprecedented speed, and many in higher education see them as a transformationally inexpensive means of building awareness with prospective students and building community among current students. Privately, however, many continuing, professional, and online education leaders express concern that the hype around social media may outpace the strategy, funds, and staff capacity necessary to make their social media involvement worthwhile.

Based on over 150 in-depth interviews with leading institutions and experts, Professional & Adult Education Advisory Services research endeavors to help members understand what’s going on, what’s working, and what’s not in recruiting and retaining adult and online students through social media.