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The medium is the message

University marketers have been alert to social media as a key medium to get the message out. Ads in newspapers haven’t quite disappeared, but YouTube, Facebook, MySpace and, increasingly, Twitter are all now commonly integrated into the marketing mix.tin and MacDonald. “The fact remains that Twitter has grown to be a major online presence and is being driven forward by a significant buzz … Twitter’s growth is very highly influenced by buzz around current events such as the Iran election. All it takes is one celebrity or major news story to rekindle the Twitter buzz machine, but do these one-off shifts create one-time curiosity seekers or lead to more permanent use? That’s the unanswered question.”

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