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Justifying the ROI of social media investment in education

Benson, V. and Morgan, S. (2014) Justifying the ROI of social media investment in education. In: Cutting-Edge Technologies and Social Media Use in Higher Education. IGI Global, pp. 380-393. ISBN 978-1-4666-5174-6. (doi:10.4018/978-1-4666-5174-6.ch016) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)
Official URL
http://dx.doi.org/10.4018/978-1-4666-5174-6.ch016

Abstract

To invest or not to invest? In the context of Higher Education, the decision around social media adoption is ultimately driven by the end users-students-increasingly demanding in their expectations of technology support provided by universities. This presents a new set of challenges to HE institutions of how to effectively adopt social media in a range of modes provided to students, alumni, external stakeholders, etc. This chapter sets the agenda for future research into methods of measuring effectiveness of social media applications in Higher Education. Drawing on a rich account of social media applications throughout the entire student lifecycle, the chapter identifies common objectives to social media campaigns and uses in educational settings. A framework for social strategy adoption by HE institutions is proposed for further empirical testing. The chapter provides an approach to measuring the effectiveness of social media in higher education and offers practical recommendations and identifies areas needing future research. © 2014 by IGI Global. All rights reserved.

Item Type: Book section
DOI/Identification number: 10.4018/978-1-4666-5174-6.ch016
Subjects: L Education > LB Theory and practice of education > LB2300 Higher Education
Divisions: Faculties > Social Sciences > Kent Business School
Depositing User: Stephanie Morgan
Date Deposited: 25 Jul 2019 15:31 UTC
Last Modified: 26 Jul 2019 11:14 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/72496 (The current URI for this page, for reference purposes)
Morgan, S.: https://orcid.org/0000-0003-3075-0489
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