Social Media as an Engagement Tool for Schools and Colleges of Pharmacy.

Objective. To describe the importance of and potential approaches to social media strategy development for schools and colleges of pharmacy. Findings. In recent years, pharmacy educators have begun exploring the benefits of social media. Effectively utilizing social media as a tool to fulfill marketing, recruitment, and student engagement initiatives is contingent on having a fully developed social media strategy that is well-positioned for success. Developing a sustainable social media strategy involves the following important components: establishing goals and objectives, identifying target audiences, performing competitive and channel analyses, developing content strategy, activities planning, identifying roles, budget and resources planning, and analyzing ongoing performance. Summary. This paper provides relevant information and guidance for colleges and schools of pharmacy that wish to enhance their social media presence.