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Marketing: Social media as a promotional tool in Higher Education Institutions.

Marketing: Social media as a promotional tool in Higher Education Institutions.

Write a scientific paper in Marketing

Social media as a promotional tool in Higher Education Institutions

Requirements:

Harvard referencing style

2,800 words

Methodology: Observation of HEis official social media pages and develop a questionnaire to be completed by university’s marketing managers

Paper structure:

Similar to this structure: https://pdfs.semanticscholar.org/4dc9/d8c5f420f4b93d1c51810fc7d7e8c8c9fcc8.pdf

Progression in technological know-how which include internet might help the HEI’s in capitalizing to take advantage of digital and social media. As higher education institutions find the need to appeal to an ever-increasing and diverse student base, successful outreach and marketing have become increasingly important activities of the institutions. As Kowalik (2011) states that HEIs are now looking at the new opportunities and methods to engage with prospective students, alumni and other stakeholders. In the research conducted by Hanover Research (2014), they refer to “digital” and “social” as the use of both social media and digital marketing more generally, and take into account the role of efficient and insightful websites. In this study, the definition of digital marketing was adopted as strategic decisions of the HEIs where they are increasingly investing by engaging with their target audiences. Therefore, social media engagement for HEIs is about engaging audiences/stakeholders of the universities and driving traffic with the university’s website where the ultimate conversions happen. It is also about managing the social presence and gaining audience participation as well as perhaps gaining customer/student feedback through social media marketing. Research shows that there is an increasing number of organizations who are already engaging in social media as part of their marketing strategy (Barnes, 2010; Barnes & Mattson, 2009). It is also true in the case of higher education institution that are now making larger use of social media and digital platforms like Facebook, Twitter, LinkedIn, YouTube, and podcasts to market their programs, likewise website design and interface are showing an essential factor in how colleges and universities present themselves to prospective students (Hanover Research, 2014). The present study examined the common digital and social media marketing utilized by the top 25 universities in Asia and Africa. It also identified the purposes of using digital and social media marketing by higher education institutions. Furthermore, it also assessed the HEIs level of adoption of digital technologies. This study may add to the body of knowledge in the discipline of marketing and inspired higher education institution to further develop the opportunities offered by the digital and social media marketing in reaching out and keeping in touch with their stakeholders and target markets that are mostly the young generation.

Tendency in Electronic and Social Networking In past times several years, several social websites websites happen to be designed extremely and higher training institutions could choose one of them to apply their outreach promotions. According to Wikipedia (2012), the most popular social networking sites among young university-age students include Facebook, MySpace, Twitter and YouTube. Those social networking sites have different features such as Facebook has a social function that connects people and friends, MySpace permits the customization of its profile pages, Twitter which combine instant messaging and blogging permits users to “tweets” or send short messages (Reuben, 2008), while LinkedIn is used as a medium for those interested in creating professional and business contacts (Social Media Today, 2011), and YouTube’s main function is to upload videos (Pearson Education, 2010). DigitalBuzz (2012) mentions that over 500 million worldwide users of Facebook with the average of 18-24 years old support the increase at 74% per year. While the MySpace user has been in a solid decline since 2008, however, it still has over 60 million monthly visitors worldwide (Arrington, 2011). In 2010, approximately Twitter had 100 million distinctive users, with 54% users in the age range of 25 -44, and LinkedIn had 41 million worldwide participants (Social Media Today, 2011). And lastly, over 1 billion daily views YouTube (Pearson Education, 2010).

Within the research executed from the University or college of Massachusetts Dartmouth on the usage of social and electronic digital multimedia by educational institutions within outreach and marketing and advertising it reveals that completely of respondent companies are now employing some sort of social media it also discloses that there is absolutely no reputable info on how successful the usage of this kind of instruments are regarding enrolment or increasing institutional value. As to specific platforms used, it reflects a wider adoption of the following social media platforms: Facebook is the most common form of social networking being used, with 98% of colleges and universities reported having a Facebook page; 84% reported having some form of an institutional Twitter account; 86% reported having an institutional YouTube channel/presence; 66% reported maintaining some kind of blog; 41% reported the use of podcasting; and 47% of admissions professionals reported using LinkedIn. In the study conducted by Merrill (2011), it reveals that social media can be a cost effective recruiting strategy and in 2010 in the study of 30 international university admissions staff it indicated that there was an inclination by institutes to use Facebook (96%) and Twitter (66%) as their outreach tools. 46% used YouTube and 33% used LinkedIn. Another study by Slover-Linett and Stoner (2010) reflects that most institutions used social media, with 94% using Facebook. 60% of the institutions also used Twitter, LinkedIn, and/or YouTube. 96% used social media to communicate with alumni, while only about 57% used it as a marketing tool for perspective students.

Incredible importance of Digital and Social Networking to Higher Education Companies On the whole, complete social networking techniques cannot be seen in higher education marketing website. However, looking at experiences from the business practices (Constantinides, 2010), one could argue that such strategies can provide higher education institutions with new communication possibilities allowing direct engagement with potential students. This engagement can involve interaction with university recruiters or interactions with other students during the process of searching or looking for a suitable study and university. In principle, engaging potential students in the social media domain is an inexpensive way for universities to attract and persuade potential students. Social networks or online communities created by schools as part of their online presence can bring together potential student with students who already enrolled (i.e. ‘University Ambassadors’ or student leaders), or with peers looking for similar information and help. These engagements were observed to be highly effective ways of encouraging the contemporary consumer. Recommendations of peers in blogs, social networks, forums, and other forms of social media are playing an increasingly important role in the decision making process, mainly among young persons.