Exploring How Social Media Marketing Practices in Community College Academic Programs Shape Student Engagement

• In Event: Exploring the Educational Efficacy of Online Learning Environments and Social Media Marketing in Postsecondary Education

Abstract

This study explored how social media marketing practices can impact community college student engagement. The study leveraged 16 interviews with student participants enrolled in an media department degree program that utilizes social media as a tool to promote student work. The study utilized a grounded theory research approach to explore how community colleges use social media to connect with students and how community colleges social media practices shape student engagement. Findings suggest that using social media—an integral part of student lives—engages students with academic work, connects students to the campus, and validates students by sharing information and behind-the-scenes social media stories that mattered to them and creating a collegial feeling in the student newsroom of the program.

Authors

• Reut Cohen Schorr, Glendale Community College

• Nathan R. Durdella, California State University - Northridge