Rauschenfels, DianeDiAna, Kathryn2014-12-222017-04-142014-12-222017-04-1420142014https://hdl.handle.net/11299/187445Thesis Presented in Partial Fulfillment of the Requirements for The Master of Education Degree in the College of Education and Human Service Professions, University of Minnesota Duluth, 2014Committee names: Bruce Munson (Chair), Diane Rauschenfels. This item has been modified from the original to redact the signatures present.Social media, defined as a platform for participants to create, share or exchange information and connect with others on a global scale, is emerging as a key marketing component of the college admissions process. The emergence of social media allows universities the ability to communicate in a voice that is familiar to the millennial generation, defined as those born after 1980. Using a quantitative research methodology, this project explored how the use of social media can impact college choice. Results show that 92% of respondents used Facebook one or more times daily and 78.9% of students joined a social network created just for admitted students. The outcome helps to answer the question of how institutions of higher education can best leverage this technology to influence college choice.enSocial mediaCollege admissions processMarketingCollege choiceMaster of EducationDepartment of EducationCollege of Education and Human Service ProfessionsUniversity of Minnesota DuluthPlan Cs (coursework-based master's degrees)Universities and colleges -- AdmissionSocial mediaScholarly Text or Essay