JOURNAL OF HIGHER EDUCATION THEORY AND PRACTICE

Use of Social Media by U.S. Colleges: Potential and Pitfalls

Author(s): Kaushik Ghosh, Sudhir Chawla, Karen Mallott

Citation: Kaushik Ghosh, Sudhir Chawla, Karen Mallott, (2012) "Use of Social Media by U.S. Colleges: Potential and Pitfalls," Journal of Higher Education Theory and Practice, Vol.12, Iss. 2, pp. 105 - 118

Article Type: Research paper

Publisher: North American Business Press

Abstract:

Several institutions of higher learning in the US are using social media (SM) technology. The focus of the

paper is on how a university’s governance and administrative functions use SM technology as well as the

utilization of SM to facilitate interaction with its faculty, staff, and students. In addition, current research

attempts to understand the application of SM technologies to the student college choice model proposed

by Chapman. This study proposes a model to examine implementation of SM applications throughout an

institution and includes recommendations to expand the scope of SM technology usage in universities and

directions for future research.