Award Date

5-1-2013

Degree Type

Thesis

Degree Name

Master of Arts (MA)

Department

Journalism and Media Studies

First Committee Member

Daniel Stout

Second Committee Member

Gregory Borchard

Third Committee Member

Gary Larson

Fourth Committee Member

Tara Emmers-Sommer

Number of Pages

78

Abstract

Within the past 10 years, communication online has evolved tremendously toward social media. This rapid change has been difficult for higher education institutions (HEI) to adapt to, leaving this important area underexplored. This strategic social media plan was developed to improve internal and external communication for the Hank Greenspun School of Journalism and Media Studies (JMS). By initiating social media platforms, relationships are cultivated with present and future students on Facebook and Twitter. This strategic social media plan develops and maintains Facebook and Twitter pages for JMS and interprets social media site visitation data. These data provide information on users, including interests, demographics, and ways to communicate and build secure relationships. This information can help JMS in many ways by communicating more effectively with students, sharing important news as well as for marketing and recruitment.

Keywords

Education, Higher; Facebook; Higher education; Internet marketing; Marketing; Mass communication; Social media; Twitter; Universities and colleges – Communication systems; University of Nevada, Las Vegas. Hank Greenspun School of Journalism and Media Studies

Disciplines

Broadcast and Video Studies | Journalism Studies | Marketing | Mass Communication

Language

English


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