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ERIC Number: EJ997500
Record Type: Journal
Publication Date: 2012
Pages: 5
Abstractor: ERIC
ISBN: N/A
ISSN: ISSN-0748-478X
Hail to the Tweeps
Stoner, Michael
CURRENTS, v38 n9 p40-44 Nov-Dec 2012
Engaging with stakeholders on social media channels can burnish a brand's reputation, according to an early 2012 survey conducted by BRANDfog, a social media branding firm that caters to CEOs. The study found that 82 percent of respondents "were more likely to trust a company whose CEO and leadership team engage in social media." In addition, 94 percent said that such participation enhances the brand's image. Still, few corporate CEOs are active on social media, according to CEO.com. The same holds true for most college and university presidents, at least in their roles as institutional leaders. And like corporate CEOs, college and university presidents cite many reasons for not using Twitter, Facebook, or other social media to communicate with their constituents. While having an active social media presence is not yet part of the job description for institutional leaders, those who have incorporated such channels into their communications find them valuable for connecting with constituents; sharing their values, insights, and knowledge; and marketing their institutions to a broader audience. College and university presidents tweet, post, and blog to voice their opinions on current education topics; inform people about campus news and activities; praise students, faculty, and staff; promote faculty research; and highlight campus and alumni events.
Council for Advancement and Support of Education. 1307 New York Avenue NW Suite 1000, Washington, DC 20005. Tel: 202-328-2273; e-mail: memberservicecenter@case.org; Web site: http://www.case.org
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A