Dissertation/Thesis Abstract

Superintendents' and Principals' Perceptions of Using Social Media to Develop a Brand Presence in a Small Northeast State
by L'Etoile, Nicole, Ed.D., Johnson & Wales University, 2017, 233; 10276907
Abstract (Summary)

Social media has shifted the landscape and broadened the concept of educational branding. Developing a BrandED mindset and strategy in the digital age is necessary in today’s educational climate (Sheninger, 2015). Social media tools provide school leaders with opportunities to share successes on a frequent basis with stakeholders. This immediate sharing of successes could be a powerful tool for schools to proactively shape their public image (Scott, 2011).

This mixed methods study explored experiences of public school superintendents and principals using social media to communicate with stakeholders as a component of their communications and public relations strategy to establish a brand presence. (Abstract shortened by ProQuest.)

Indexing (document details)
Advisor: Borstel, Scott
Commitee: Kite, Stacey, Mercuriol, Victor
School: Johnson & Wales University
Department: Education
School Location: United States -- Rhode Island
Source: DAI-A 78/09(E), Dissertation Abstracts International
Source Type: DISSERTATION
Subjects: Educational leadership
Keywords: Branding, Communication, Mixed methods research, Public school branding, School leaders, Social media
Publication Number: 10276907
ISBN: 9781369736519
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