Graduate Program

College Student Affairs

Degree Name

Master of Science (MS)

Semester of Degree Completion

2012

Thesis Director

James A. Wallace

Thesis Committee Member

Dianne Timm

Thesis Committee Member

Angela M. Yoder

Abstract

The present qualitative study was executed by interviewing five upper level administrators at a four-year public institution in the Midwest in order to explain their current understanding of social media technologies, and in what ways they were currently using social media to connect with millennial students. Previous research has been done on millennials' use of technology and social media in the university setting; however, little research has focused on way non-millennial upper level administrators are using social media in order to purposefully engage students in a meaningful way. Themes from categories identified during one-on-one interviews indicate that upper level administrators have limited knowledge on current social media technologies: therefore, lacking understanding of ways to incorporate social media into their daily professional practices.

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