Management of Social Media Marketing by Higher Education Institutes

This study has focused towards identification of important management dimensions related to Social Media (SM) marketing in the context of Higher Education Institutes (HEIs). The findings of study have highlighted current execution strategies of selected HEIs across various management dimensions of SM. Due to exploratory nature of this research; primary data was collected through fifteen in-depth interviews from those responsible for management of SM. The results have shown nine critical management dimensions of SM marketing including Selection of SM Platform, Defining Target Audience, Building SM Team, Defining SM Policy, Setting SM Objectives, Content Creation, Performance Measurement, Reporting and Managing Feedback. The universities in Pakistan have displayed a varied execution strategy across the identified dimensions with different focus level. This study has provided HEIs important insight regarding SM management to strategize SM based marketing communication. It has also added to the missing literature regarding SM management in the context of HEIs

Business · Digital marketing · Political science · Public relations · Social marketing · Social media · Social media marketing · Business and Economic Development · Educational Innovations and Challenges · Social and Behavioral Studies · Marketing

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