SCHOOLS AND SOCIAL MEDIA: PASS OR FLAIL by ProQuest

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Although the recent recession affected all industries, higher education may have been hit harder than most, with public institutions bearing the brunt of the damage. Those schools, according to Nicole Engelbert, practice leader of technology industries, Ovum, are now struggling to absorb cuts in tax revenue while facing a massive increase in the number of prospective students. Public perception plays a major role in retention, and the advent of social media means that student contentment -- or dissatisfaction -- can now become viral. Little surprise, then, that universities are suddenly cramming for a pop quiz on social networking. One approach can be seen in the social media monitoring offerings that are specifically geared toward universities. Parature, for example, recently launched a solution for the education market that contains its Parature for Facebook customer service application, allowing institutions to respond to comments and posts, chat in real time, and review trouble tickets.

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