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Creating a tribe for social media storytelling and brand co-creation at small higher education institutions
Journal of Education Advancement & Marketing,
5
(2),
152-161
(2020)
Abstract
Social media have revolutionised communication and changed the way brand stories are created. Because of social media’s popularity among target audiences of higher education institutions, they have become key components to higher education marketing communication strategies. How can colleges and universities maximise human resources for a social media strategy that incorporates the management of brand co-creation to produce a unified image? Based on recent experiences from social media initiatives at a small, private, liberal arts Catholic college, this paper highlights the benefits of networks of faculty staff social media administrators, social media student ambassadors and alumni ambassadors in content generation and expansion of the institution’s social media footprint.
Keywords: social media; branding in higher education; sub-branding; social media ambassadors; marketing; communications
The full article is available to subscribers to the journal.
Author's Biography
Dianne Frances D. Powell is a storyteller and strategic thinker who is currently associate director of university communication at Indiana State University. She was previously associate director of marketing and communications at Saint Mary-of-the- Woods College (SMWC) in Indiana. She directed SMWC’s social media presence as well as created original content for both digital and print. She was head of the institution’s social media administrators group and creator of the social media student ambassadors programme. She was also the institution’s lead writer and editor. Before coming to SMWC, Dianne was a reporter for the Tribune-Star, a daily newspaper in Terre Haute, Indiana. A native of the Philippines, she holds a master’s degree from Ohio University, a bachelor’s degree from Indiana University South Bend and a certificate in digital marketing from eCornell, Cornell University’s online education division. In 2018, Dianne served as host coordinator and judge for the Council for Advancement and Support of Education (CASE) Circle of Excellence Awards Feature Writing (topical) category.
