About face(book): educational institution responses to online social networking
Abstract
Over the years university administrators have developed a number of ways to involve students in campus life. One such mechanism many colleges and universities have historically utilized is a printed facebook, a booklet containing photographs and information about incoming students, in order to help students navigate in a new environment. In the last five years, public web sites such as MySpace, Friendster, and Facebook have redefined and expanded online social networking (OSN) to enable students to communicate with friends, initiate friendships, join groups, and locate people with similar interests. In addition, they are emerging as an innovative approach to recruit and retain the student body, to promote university activities and events, and to strengthen ties to the university. This study analyzes how university administrators are responding to OSN and integrating OSN into their communication strategy as they conduct university business. Implications are discussed regarding university administrators interested in using OSN sites to communicate with students, potential students, alumni, and other key stakeholders at the university.
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