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Nicole Beaulieu, Professor, Canada
"Interesting theory, particularly for private educational institutions transitioning from more traditional marketing strategies to social media tools (in Canada, anyway).
The brand personality of a college takes on a unique colour when applicants, students and alumni enter their responses (comments, likes) to Facebook entries. This can be initially scary (what if they "don't like") however it has proven to be rewarding and energizing for our institution; indeed, a great learning experience."
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