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Best practices for diverse and authentic engagement and leadership support in higher education social media
Journal of Education Advancement & Marketing,
1
(2),
165-176
(2016)
Abstract
Princeton University has found social media success by implementing strategies to eliminate geographic barriers to student engagement, utilising user-generated content and recognising the importance of buy-in from leadership and what helps to get it. In this paper, Princeton University’s social media strategist aims to share the first-hand experience of crafting those key parts of Princeton’s social media strategy in order to provide higher education social media professionals with an outline to follow while crafting institutional best practices of their own.
Keywords: social media; higher education; communication; strategy; university
The full article is available to subscribers to the journal.
Author's Biography
Ryan Maguire is an award-winning social media professional with a background in television news. Ryan works with Princeton’s communication leaders and community members to create successful strategies and shareable content on behalf of the University through social media. He first gained professional social media experience at 13 WHAM News in Rochester, New York, and at NBC in Philadelphia before helping lead social media efforts for three years at his undergraduate alma mater, the University of Delaware. During this time, Ryan earned his master’s degree from Drexel University, completing his thesis, ‘Social Media and the Local Television News Audience’, shortly before joining Princeton in 2014.
