Higher Education Marketing during the COVID-19 Pandemic: A Facebook Content Analysis of Middle Tennessee State University and Peer Institutions

Abstract

Postsecondary institutions are faced with countless challenges amidst the COVID Pandemic, causing most institutions to go online in Spring 2020. A year later, with the creation of the vaccine and increasing knowledge of the virus, many colleges looked to a positive future by offering courses and events in-person in Fall 2021. This study examined how universities across the U.S. utilized social media marketing over Summer 2021 to communicate this information to prospective students. Using a content analysis methodology, the study analyzed Middle Tennessee State University and peer institutions' main institution Facebook posts. Primarily, the author looked at the types of content strategies and message appeals used to communicate the "return to normal" message. KEYWORDS: Higher Education; College of Business; Message Appeals; COVID-19; Content Analysis; Social Media Marketing; Marketing; Content Strategies