The Use of Social Media as an Instructional Tool to Increase Marketing

The technological revolution of the past two decades has changed communication in contemporary higher education settings. Consequently, there is now a wide gulf between the unlimited use of technology and higher education, particularly with respect to digital communications and the rapid increase in the use of social media in instructional applications. Technology offers college students an array of options to socialize, network, stay informed and connected, but technology proficiency may not be the same for instructors. As social media use by students becomes more established, educators in higher education are pursuing methods to parlay expertise in instruction to advertise and market higher education institutions. Can social media be used in higher education to improve learning through student and faculty collaboration, and just as importantly can the use of social media be used as a recruiting tool for higher education institutions? The Use of Social Media as an Instructional Tool to Increase Marketing