Snapchat: Higher education’s new key to current and prospective student engagement

Tony Dobies, Social Media Strategist, West Virginia University and Candace Nelson, Senior Writer, University Relations/News, West Virginia University

Abstract: Snapchat is the fastest growing social media platform and attracts a young, high school- and college-aged audience — one crucial to higher education. While some institutions in higher education have struggled with implementing a Snapchat strategy due to its controversial reputation, difficult user interface and ever-evolving content, this mobile platform provides a great opportunity to captivate a difficult-to-reach audience. This paper details how higher education can approach Snapchat using West Virginia University’s strategy to engage with prospective and current students.

Keywords: higher education; social media; Snapchat; marketing; prospective student recruitment


TONY DOBIES is the social media strategist at West Virginia University. He manages the day-to-day presence on social media for the university on Facebook, LinkedIn, Pinterest and Google+. In addition, Dobies leads the conversation on campus about using social media to reach high-level goals and various audiences. Dobies has been named a PR News Rising PR Star 30 and Under.

CANDACE NELSON is a senior writer for University Relations/News at West Virginia University. She manages the daily operations of the university social media accounts, including Twitter, Instagram and Snapchat.



Read this featured article now.
To read this article and receive further updates on Henry Stewart Publications content please register using the form below.