Les Médias Sociaux pour communiquer avec la Génération Y dans l'Enseignement Supérieur

Abstract : Confronted with competitive environments in full growth, higher education is more and more to get familiar with the concepts of marketing and to develop their communications : because their main target - students - has changed. We can't recognize them anymore : they are nomad, unfaithful, capricious, not involved and lazy, waiting until everything comes to them. Each year, there is more and more of them on the benches of our universities and in the corridors of our schools : this is the arrival of Generation Y. This generation is the generation of Social Medias : this is where they live, this is where they are. Tightly held on to their lifestyle, they leave only two options for our schools : leaving them there or joining them there ! Joining them is the option taken by american universities which show impertinent quantified results to the face of some French establishments who are on the same medias but have difficulties to reach their public. Business schools are doing the best ! They manage to federate their communities, interact with them, insufflate a feeling of membership, and disseminate positive information. Schools of engineering who set up a real community management are reaching similar results, especially due to the fellowship spirit existing in these establishments. It is clear that the success of communication on the social media is linked to community spirit. Where it does not exist, social media may help creating it. And where it exists, such as Ecole Polytechnique, it is all about listening to what the community is saying : it is a need to join it, to attract it and to manage it.
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Master thesis
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Contributor : Christian Job <>
Submitted on : Friday, October 14, 2011 - 9:02:02 PM
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Christian Job. Les Médias Sociaux pour communiquer avec la Génération Y dans l'Enseignement Supérieur. domain_shs.info.orga. 2011. ⟨mem_00632712⟩

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