Social Media Study of an Art Education Program: A Case Study of China Arts Foundation International

Abstract

This study utilizes the researcher’s internship institution, China Arts Foundation International (CAFI), as a case study to research the use of social media marketing in art education programs in multicultural organizations. Globalization and diversification promote the development of art and culture, and this trend often results in the emergence of multicultural organizations. CAFI is a multicultural organization that promotes Chinese arts and culture in American society. The CAFI Art Education Program is an educational outreach plan that was initiated last year and has the Young Club, Convention and the Internship programs as its three main projects. This study aims to highlight the importance of multicultural organizations, social media, and social media marketing, especially in education programs. Through stressing the research gaps on social media interaction between the business sector and the education field, this capstone project provides a relatively comprehensive marketing analysis in program investigation, organizational SWOC analysis, and social media site exploration. Furthermore, by synthesizing the discussions with the identification of marketing objectives and target audiences, the researcher established an overall marketing strategic plan for the Young Club, Convention, and Internship programs.