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College Admissions Use Of Social Media In Recruitment Marketing: A Literature Review & Strategic Plan For Western Michigan University's Office Of Admissions, Natalie Faculak

Honors Theses

Social media technology is a rapidly growing communication phenomenon that digital natives, the generation of current 18-29 years old have embraced and revolutionized daily interactions. Social media technology is defined as “web-based and mobile applications that allow individuals and organizations to create, engage, and share new user-generated or existing content, in digital environment through multi-way communication” (Davis, Deil-Amen, Rios-Aguilar, & Gonzalez Canche, 2011). Emerging social networking sites such as Facebook and Twitter allow users to create and maintain relationships with family, friends, coworkers, and organizations. The “always connected” generation of digital natives expects constant communication and instantaneous access to information …