Thesis | Outline | Social Media PR Tips

Here’s the working outline  of my master’s in communications thesis at Eastern Washington University. I’m investigating how to promote higher education to Millennials via social media.

THESIS OUTLINE

ABSTRACT

CH. 1: INTRODUCTION

• HECB Open Forums
• HECB Portal Report
• Reference to Appendix B: HECB Open Forums [DONE]
• Research Questions
  • RQ1: What are the characteristics of Millennials?
  • RQ2: How do Millennials prefer to be communicated with?
  • RQ3: What best practices/guidelines can inform the development of a social media communication plan to engage Millennials?
  • RQ4: What metrics would be used to determine the effectiveness of this communication plan?

CH. 2: REVIEW OF THE LITERATURE

• Millennials & Higher Education
• Academic Journals on Millennials
• Academic Journals on Social Media
• Review of Communication Theories & PR Models
• Points to consider: A) Millennials’ communication preferences; B) Millennials’ use of social media; C) Current marketing plans; D) Metrics

CH. 3: RESEARCH METHODS

• Answer RQ1 with Pew Research Project
• Answer RQ2 with Pew Research Project and Marketing to Millennials
• Answer RQ3 with New Rules of PR/Marketing, Facebook & Twitter Demographics, My 10 Steps for Social Media Presentation
• Answer RQ4 with ROI/metrics of social media research

CH. 4: RESULTS & ANALYSIS

• Communication plan with metrics
• Reference Appendix A: Social Media Guidelines
• Reference Appendix C: Social Media Report Template

CH. 5: DISCUSSION

• Address specific populations (minorities, etc.)
• Address need for media mix

BIBLIOGRAPHY

• Citations
• Bibliography complete

APPENDIX A: Social Media Guidelines

APPENDIX B: HECB Open Forums Data

APPENDIX C: Social Media Report Template

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