Social media branding strategies for higher education: Comparing Facebook pages and Web sites

In terms of innovation and adoption of technology, higher education is not known to be at the forefront. At a time when universities are facing increasing competition, social media is seen as a new channel of communication between the institution and its constituents - A new way to present its brand to current students, prospective students, parents, faculty members, and community members. Through an exploratory content analysis, this study looks at 36 universities and colleges listed as being "Up and Coming Schools" on the US News and World Report Best Colleges list and looks at how these universities are extending their brand to their social media channels (Facebook). This study compares brand identity elements on their Facebook pages and Web sites.