College admissions offices have developed and evolved to include increasingly sophisticated mechanisms for recruiting classes sufficient for meeting the financial needs of their respective institutions, and social media has rapidly become a popular tool for admissions offices in their efforts to meet enrollment goals. However, while social media is now used by practically every admissions office in the United States, little research exists that examines how universities use social media in this context. This qualitative study examines the use of a private Facebook group at a private university and incorporates observational study of the Facebook group and interviews with administrators. The researcher’s research questions are: 1) how does a university use Facebook to communicate with prospective students?, 2) why does a university decide to use Facebook in its admissions and recruitment processes?, and 3) how do universities determine if their social media strategy is successful for the recruitment of prospective students? The researcher found that the university used the group primarily as a way of allowing students to interact with each other with minimal administrative interference and this approach effectively allowed the students to recruit each other for the university. The university considers this initiative to be a success and evaluates it with a mixture of quantitative and qualitative methods, but also admits that it is difficult to establish causation between any single factor and enrollment outcomes. The researcher concluded that the university’s passive, student-driven approach is effective with prospective students but that developments in social media must be closely monitored in order to maintain engagement with prospective students on appropriate platforms.
","abstract_html":"<p>College admissions offices have developed and evolved to include increasingly sophisticated mechanisms for recruiting classes sufficient for meeting the financial needs of their respective institutions, and social media has rapidly become a popular tool for admissions offices in their efforts to meet enrollment goals. However, while social media is now used by practically every admissions office in the United States, little research exists that examines how universities use social media in this context. This qualitative study examines the use of a private Facebook group at a private university and incorporates observational study of the Facebook group and interviews with administrators. The researcher’s research questions are: 1) how does a university use Facebook to communicate with prospective students?, 2) why does a university decide to use Facebook in its admissions and recruitment processes?, and 3) how do universities determine if their social media strategy is successful for the recruitment of prospective students? The researcher found that the university used the group primarily as a way of allowing students to interact with each other with minimal administrative interference and this approach effectively allowed the students to recruit each other for the university. The university considers this initiative to be a success and evaluates it with a mixture of quantitative and qualitative methods, but also admits that it is difficult to establish causation between any single factor and enrollment outcomes. The researcher concluded that the university’s passive, student-driven approach is effective with prospective students but that developments in social media must be closely monitored in order to maintain engagement with prospective students on appropriate platforms.</p>","abstract_has_math":false,"creators":["Dooney, Michael"],"institution":null,"degree_name":"PhD Higher Education Leadership, Management, Policy","degree_level":"Dissertation","degree_discipline":"Education Leadership, Management and Policy","degree_department":null,"school":null,"contributors":["Eunyoung Kim, Ph.D.","Kathleen Rennie, Ph.D.","Carolyn Sattin-Bajaj"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2014,"date_issued":"2014-10-30T07:00:00Z","date_published":"2014-10-30T07:00:00Z","updated_at":"2026-07-24T04:32:52Z","subjects":["social media","Facebook","higher education","marketing","college admissions"],"languages":[],"rights":[],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://scholarship.shu.edu/dissertations/2015","outbound_label":"Repository record","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Eunyoung Kim, Ph.D.","Kathleen Rennie, Ph.D.","Carolyn Sattin-Bajaj"]},{"key":"dc:creator","label":"Author","values":["Dooney, Michael"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.available","label":"Dc Date Available","values":["2014-12-17T08:00:00Z"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Education Leadership, Management and Policy"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Dissertation"]},{"key":"thesis:degree_name","label":"Degree Name","values":["PhD Higher Education Leadership, Management, Policy"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["social media","Facebook","higher education","marketing","college admissions"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["https://scholarship.shu.edu/dissertations/2015"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["College admissions offices have developed and evolved to include increasingly sophisticated mechanisms for recruiting classes sufficient for meeting the financial needs of their respective institutions, and social media has rapidly become a popular tool for admissions offices in their efforts to meet enrollment goals. However, while social media is now used by practically every admissions office in the United States, little research exists that examines how universities use social media in this context. This qualitative study examines the use of a private Facebook group at a private university and incorporates observational study of the Facebook group and interviews with administrators. The researcher’s research questions are: 1) how does a university use Facebook to communicate with prospective students?, 2) why does a university decide to use Facebook in its admissions and recruitment processes?, and 3) how do universities determine if their social media strategy is successful for the recruitment of prospective students? The researcher found that the university used the group primarily as a way of allowing students to interact with each other with minimal administrative interference and this approach effectively allowed the students to recruit each other for the university. The university considers this initiative to be a success and evaluates it with a mixture of quantitative and qualitative methods, but also admits that it is difficult to establish causation between any single factor and enrollment outcomes. The researcher concluded that the university’s passive, student-driven approach is effective with prospective students but that developments in social media must be closely monitored in order to maintain engagement with prospective students on appropriate platforms.
"]},{"key":"dc:title","label":"Title","values":["Social Media & College Admissions: An Analysis of Facebook's Role in College Admissions & Higher Education Marketing"]}]}],"canonical_facts":{"dc:contributor":["Eunyoung Kim, Ph.D.","Kathleen Rennie, Ph.D.","Carolyn Sattin-Bajaj"],"dc:creator":["Dooney, Michael"],"dc:date.available":["2014-12-17T08:00:00Z"],"dc:description.abstract":["College admissions offices have developed and evolved to include increasingly sophisticated mechanisms for recruiting classes sufficient for meeting the financial needs of their respective institutions, and social media has rapidly become a popular tool for admissions offices in their efforts to meet enrollment goals. However, while social media is now used by practically every admissions office in the United States, little research exists that examines how universities use social media in this context. This qualitative study examines the use of a private Facebook group at a private university and incorporates observational study of the Facebook group and interviews with administrators. The researcher’s research questions are: 1) how does a university use Facebook to communicate with prospective students?, 2) why does a university decide to use Facebook in its admissions and recruitment processes?, and 3) how do universities determine if their social media strategy is successful for the recruitment of prospective students? The researcher found that the university used the group primarily as a way of allowing students to interact with each other with minimal administrative interference and this approach effectively allowed the students to recruit each other for the university. The university considers this initiative to be a success and evaluates it with a mixture of quantitative and qualitative methods, but also admits that it is difficult to establish causation between any single factor and enrollment outcomes. The researcher concluded that the university’s passive, student-driven approach is effective with prospective students but that developments in social media must be closely monitored in order to maintain engagement with prospective students on appropriate platforms.
"],"dc:identifier":["https://scholarship.shu.edu/dissertations/2015"],"dc:subject":["social media","Facebook","higher education","marketing","college admissions"],"dc:title":["Social Media & College Admissions: An Analysis of Facebook's Role in College Admissions & Higher Education Marketing"],"thesis:degree_discipline":["Education Leadership, Management and Policy"],"thesis:degree_level":["Dissertation"],"thesis:degree_name":["PhD Higher Education Leadership, Management, Policy"]},"updated_at":"2026-07-24T04:32:52Z"}