Delivering value through social networking : creating lifetime loyalty in young alumni : an interactive qualitative analisys of the undergraduate experience & using social media experience
Garcia, Adriana R.
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Social networking has become integrated into every aspect of business that one can imagine and universities must take advantage of the phenomenon to build personal relationships with young alumni in an effort to build a lifetime of loyalty. This study addresses some issues that should be considered to build loyalty in young alumni, from the moment of their first arrival, rather than waiting until after they graduate to cultivate them. This study examines how alumni relations officers can help build relationships through social networks, and in-school interventions that will help creating lifetime loyalty among young alumni. Young alumni, who are more familiar with technology than older generations of alumni are a prime target audience that should be considered to study efficient and effective way for universities to get their messages out. Through an interactive qualitative analysis study, this research addresses the factors that keep alumni from wanting to hear about and be vested in their alma mater before they graduate and how they will communicate with the university after graduation. This study explores the broad question, Why do some students use alumni social media and some do not? To answer the question, the researcher explores the phenomenon of The Undergraduate Experience and Using Social Media. Using Interactive Qualitative Analysis (IQA), this study identifies the elements that make up The Undergraduate Experience and The Using Social Media Experience. The study goes further by identifying how these elements relate in a system of influence. The study concludes with practical solutions for the engagement of alumni.