Finding New Ways to Reach Older Students: Creating a Social Media Marketing Plan for Professional and Continuing Higher Education Programs.

AbstractAlthough traditional student enrollment is declining, the nontraditional segment of students is growing. This enrollment pattern will require recruitment strategies that speak directly to the adult learners. There is robust adoption of social media use by individuals and by organizations for marketing purposes. Social media marketing includes specific details related to the unique characteristics of social media channels. This article details how to create a social media marketing strategy for professional and continuing education programs.