This article investigates the value of integrating a social media marketing (SMM) platform into customer relationship management (CRM) capabilities for marketing higher education (HE) services in Nigerian public universities. The qualitative research design and specifically multilevel face-to-face focus group (FG) and unsynchronized FG e-mail interviews were chosen for this study. The framework of analysis were undergraduates students in three public universities in Rivers State of Nigeria and three multilevel face-to-face FGs, and three unsynchronized e-mail interviews were held. Thematic template and content analysis techniques were employed for rigorous data analysis with NVivo 11. Four themes, market reach, academic coordination, post-academic services feedback, and students and staff collaboration, showed support for the role of SMM in CRM effectiveness for students’ recruitments and retention.
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