Purpose – The aim of this study is to attempt to understand the role of content strategy followed by leading higher education institutes in India which have created brand community on social media web sites to initiate and enhance customer engagement. The impact of content strategy variables...

Social networking sites and online questionnaires make it possible to do survey research faster, cheaper, and with less assistance than ever before. The methods are especially well-suited for snowball sampling of elusive sub-populations. This note describes my experience surveying thousands of...

Purpose – In all projections for 2011, ROI has become of the great challenges of social media marketing for the business environment. However in the case of non‐profit organizations, there is no need for such calculations. It is not as necessary to know how the effort made in these media...