Social Networking: The New Innovation for Targeting Undecideds for Business Specific Disciplines

Posted: 8 Mar 2011  

Rickey Warner

Grambling State University


This study is premised on the hypothesis that Social Networking is a promising target approach for advising undecided students for business specific majors. The need for social networking is evident from lower retention rates at colleges. Therefore, colleges are under greater pressure than ever before to do a better job of advising, counseling and mentoring students. Targeting undecided students is a challenge within itself because they are so different in their knowledge, skills and abilities. This study is unique because it rejects the notion that undecided students are the same and should be treated accordingly. It shows that undecided students are quite heterogeneous, in terms of their needs, and that care must be exercised to assure that they are properly advised, counseled and mentored. Social Networking is the medium for communicating with undecided students and targeting them for business specific majors. Social networking broadens exponentially the network of communication among professionals beyond brick and mortar to one of click and click. It also allows undecided students to consummate lasting relationships, where they can stay in touch with advisers, counselors and mentors, well beyond their college days. Undecided students are identified using a networking model and attributes of undecided majors are compared to determine suitability for business specific disciplines.

Keywords: Social Networking, Advising

JEL Classification: A10

Suggested Citation

Warner, Rickey, Social Networking: The New Innovation for Targeting Undecideds for Business Specific Disciplines. Academy of Business Research International Meeting 2011 Paper. Available at SSRN:

Rickey Warner (Contact Author)

Grambling State University ( email )

United States

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