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Branding and communications on social media within higher education

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This paper provides insight into the evolution of branding and analyses the relevance of three recent tactics for digital communications. Due to the nature of higher education institutions (HEI), one of these tactics is more adapted to the education sector than the others. Taking this particular branding technique as a starting point, the second part of this paper details three governance models for digital communications in HEI.
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Keywords: branding, de-branding, branded content, digital brand, social media, employee advocacy, governance

Document Type: Research Article

Publication date: 2017-03-01

More about this publication?
  • Journal of Education Advancement & Marketing is the major new professional journal publishing in-depth, peer-reviewed articles and case studies on advancement, development, alumni relations, fundraising, marketing and communications for educational institutions. Content will be written by and for professionals in the field with no advertising or sales pitches.

    Each quarterly 100-page issue – published both in print and online – will feature detailed, practical articles which showcase the latest thought leadership in how to identify, build and steward life-long relationships with alumni, businesses and other donors, along with actionable advice and ‘lessons learned’ on advancement, development, marketing and communications strategy for educational institutions. It will not publish advertising but rather detailed analysis of new thinking and practice at a wide range of universities, colleges and schools worldwide for readers to benchmark their organization against, with every article being peer-reviewed by an expert Editorial Board to ensure that it focuses on the advancement professional’s perspective, the challenges they face and how they can tackle them.

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