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Snapchat: Higher education’s new key to current and prospective student engagement
Journal of Education Advancement & Marketing,
1
(1),
17-25
(2016)
Abstract
Snapchat is the fastest growing social media platform and attracts a young, high school- and collegeaged audience — one crucial to higher education. While some institutions in higher education have struggled with implementing a Snapchat strategy due to its controversial reputation, difficult user interface and ever-evolving content, this mobile platform provides a great opportunity to captivate a difficult-to-reach audience. This paper details how higher education can approach Snapchat using West Virginia University’s strategy to engage with prospective and current students.
Keywords: higher education; social media; Snapchat; marketing; prospective student recruitment
The full article is available to subscribers to the journal.
Author's Biography
Tony Dobies is the social media strategist at West Virginia University. He manages the day-to-day presence on social media for the university on Facebook, LinkedIn, Pinterest and Google+. In addition, Dobies leads the conversation on campus about using social media to reach high-level goals and various audiences. Dobies has been named a PR News Rising PR Star 30 and Under. Prior to his social media work, he spent time as a senior writer at WVU and is an awardwinning sports writer.
Candace Nelson is a senior writer for University Relations/News at West Virginia University. She manages the daily operations of the university social media accounts, including Twitter, Instagram and Snapchat. In addition, Nelson writes stories, produces multimedia projects and collaborates on large marketing campaigns across the university. Nelson is an award-winning journalist and published researcher. She has her MS in journalism, BS in journalism and BA in English from West Virginia University.
