The Effectiveness of Social Media Marketing in Higher Education: State University of New York, the College at Brockport

Abstract

This thesis discusses the use of social media as a form of marketing in higher education, specifically used by public colleges. The focus will be on the intended use and the actual results of its use, as a case study of The College at Brockport. "What are the reasons why students do or do not follow their school's social media?" The College at Brockport Facebook page has only about 1,078 followers out of their 8,413 students, while SUNY Cortland has 7,576 followers with 7,358 students enrolled. That's roughly 1 in every 8 students at Brockport versus the equivalent plus faculty (and probably many alumni too) at Cortland. Social media has become the main form of communication among the younger generations. If firms or colleges in this case, do not adopt social media, they may be potentially losing out on a huge marketing opportunity. By focusing on this issue, colleges will be able to refer to the practices of others, in this case The College at Brockport, and reform their methods to better fit their community.