JOURNAL OF HIGHER EDUCATION THEORY AND PRACTICE

Potential Liability of Social Media in Higher Education Marketing

Author(s): Nicholas Barnes

Citation: Nicholas Barnes, (2012) "Potential Liability of Social Media in Higher Education Marketing," Journal of Higher Education Theory and Practice, Vol.12, Iss. 5, pp. 54 - 59

Article Type: Research paper

Publisher: North American Business Press

Abstract:

There is no longer any question that technology provides effective ways to reach current and potential students. Lost amongst this widespread adoption, however, is a clear sense of liability. Institutions have adopted a multitude of technology tools and services without pausing to set guidelines or create a social media policy. As a result, few organizations have closely analyzed the ramifications of moving an increasing amount of student interaction online. This paper aims to provide some insight into the liability of technology in marketing higher education.