Justifying the ROI of social media investment in education

Vladlena Benson*, Stephanie Morgan

*Corresponding author for this work

Research output: Chapter in Book/Published conference outputChapter


To invest or not to invest? In the context of Higher Education, the decision around social media adoption is ultimately driven by the end users-students-increasingly demanding in their expectations of technology support provided by universities. This presents a new set of challenges to HE institutions of how to effectively adopt social media in a range of modes provided to students, alumni, external stakeholders, etc. This chapter sets the agenda for future research into methods of measuring effectiveness of social media applications in Higher Education. Drawing on a rich account of social media applications throughout the entire student lifecycle, the chapter identifies common objectives to social media campaigns and uses in educational settings. A framework for social strategy adoption by HE institutions is proposed for further empirical testing. The chapter provides an approach to measuring the effectiveness of social media in higher education and offers practical recommendations and identifies areas needing future research.

Original languageEnglish
Title of host publicationCutting-Edge Technologies and Social Media Use in Higher Education
PublisherIGI Global
Number of pages14
ISBN (Electronic)9781466651753
ISBN (Print)1466651741, 9781466651746
Publication statusPublished - 28 Feb 2014

Bibliographical note

Publisher Copyright:
© 2014 by IGI Global. All rights reserved.


Dive into the research topics of 'Justifying the ROI of social media investment in education'. Together they form a unique fingerprint.

Cite this