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A Study of Digital Communications Between Universities and Students.

Record Type:	Language materials, manuscript : Monograph/item
Title/Author:	A Study of Digital Communications Between Universities and Students./
Author:	Drake, Perry D.
Description:	1 online resource (122 pages)
Notes:	Source: Dissertation Abstracts International, Volume: 79-02(E), Section: A.
Contained By:	Dissertation Abstracts International79-02A(E).
Subject:	Educational technology. -
Online resource:	click for full text (PQDT)
ISBN:	9780355324532

A Study of Digital Communications Between Universities and Students.
Drake, Perry D.

A Study of Digital Communications Between Universities and Students. - 1 online resource (122 pages)

Source: Dissertation Abstracts International, Volume: 79-02(E), Section: A.

Thesis (Ed.D.)--University of Missouri - Saint Louis, 2017.

Includes bibliographical references

This study examined the digital and social media communication practices of nine urban universities including UMSL and compared those to known corporate best practices.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2018

Mode of access: World Wide Web

ISBN: 9780355324532Subjects--Topical Terms:

556755
Educational technology.
Index Terms--Genre/Form:

554714
Electronic books.

A Study of Digital Communications Between Universities and Students.
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245 1 2 $a A Study of Digital Communications Between Universities and Students.
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300 $a 1 online resource (122 pages)
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500 $a Source: Dissertation Abstracts International, Volume: 79-02(E), Section: A.
500 $a Advisers: Carl Hoagland; Keith Miller.
502 $a Thesis (Ed.D.)--University of Missouri - Saint Louis, 2017.
504 $a Includes bibliographical references
520 $a This study examined the digital and social media communication practices of nine urban universities including UMSL and compared those to known corporate best practices.
520 $a The purpose of this study was to (1) research how these universities are using social/digital communications to engage with students and prospective students; (2) compare the executional tactics of universities to corporate best practices; (3) determine if by applying corporate best practices universities reap the same benefits as corporate in terms of higher engagement rates with their customers; and (4) determine if a correlation exists between a university's Forbes ranking and its use of social media communications best practices.
520 $a This research employed a case study and correlational analytical approach. All content on Facebook and Twitter for the nine universities under study was examined for a 4-week evaluation period. Adherence to social and digital media corporate best practices were observed and noted. Metrics were created. These metrics were then correlated with overall engagement rates on the various social media platforms.
520 $a The results of this study did show that those universities better at applying corporate best practices did see higher engagement rates with statistical significance. This indicates that best practices as determined by corporations for engaging with customers and potential customers also apply for universities in dealing with students.
520 $a Additionally, this study sought to understand issues that may hinder a university from being able to quickly adopt to the technological needs of students and the platforms they use for communications. This was done via an extensive review of the literature and various industry journals. There were found to be many reasons why a university may be incapable of implementing cutting edge communication platforms quickly including the fact that universities (1) may be slower in adoption of technology (2) must adhere to FERPA rules and regulations (3) have difficulty in operating strategically (4) are known to be very "siloed" or compartmentalized in structure (5) have limited resources that cannot be easily redeployed as needed, and (6) are confused about their customers.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2018
538 $a Mode of access: World Wide Web
650 4 $a Educational technology. $3 556755
655 7 $a Electronic books. $2 local $3 554714
690 $a 0710
710 2 $a ProQuest Information and Learning Co. $3 1178819
710 2 $a University of Missouri - Saint Louis. $b Education. $3 1184869
773 0 $t Dissertation Abstracts International $g 79-02A(E).
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10603408 $z click for full text (PQDT)