Connecting With Generation Z Through Social Media

Abstract

When it comes to Generation Z's participation in higher education, few topics receive as much attention as their use of social media. However, much of the focus rests on marketing to Generation Z through social media. The connectedness of Generation Z is accompanied with assumptions about their technological abilities. Although they are generally comfortable with technology, their tech acumen is likely limited. Members of Generation Z are often labeled as “digital natives,” a term that suggests that because of the omnipresence of technology in their lives from birth, that they are naturally skilled and competent with many, if not all, forms of technology. The purpose of this chapter is to offer strategies for higher education professionals in connecting with members of Generation Z through social media.