Potential of the social media as instruments of higher education marketing: a segmentation study

Social media interaction, the university brand and recruitment performance

“…Although organizations know about the performance benefits of social media adoption and integration, research suggests that brands are unsure of how to manage their social media strategy and in turn achieve positive outcomes (Hanna et al, 2011). The higher education sector is no exception, with confused social media campaigns and misaligned strategies which ultimately hinder the potential for cultivating relationships with potential students (Constantinides & Zinck Stagno, 2011).…”

“…An intriguing question for the university brand is to ask whether a relationship exists between social media use and brand performance. Constantinides and Zinck Stagno (2011) suggest that social media is a particularly important higher education recruitment tool to reach and attract future students. Penetration of social media is extremely high among potential students, typically between 15 and 19 years old; members of the Millennial generation (Liang et al, 2010); extremely technologically savvy and immersed within social media.…”

“…Penetration of social media is extremely high among potential students, typically between 15 and 19 years old; members of the Millennial generation (Liang et al, 2010); extremely technologically savvy and immersed within social media. Barnes and Mattson (2009) Given that previous research (Constantinides & Zinck Stagno, 2011) indicates that prospective students are predominantly seeking information when using social media, how does the level of proactive use of social media affect performance? This question leads to the first hypothesis:…”

The Role of Content Strategy in Social Media on Brand Post’s Popularity: A Case of Higher Education Institutions in Turkey

“…In the light of these developments, it is expected that many higher education institutions will have to keep up with social media applications and social media users (Selwyn, 2011). Due to the high adoption rates of social media by those in the younger generation, engaging with social media is an extremely attractive branding tool for higher education institutions (Constantinides & Stagno, 2011). According to the results of a Pew Research Center survey, young adults in America use social media, in particular Facebook, at high rates (Greenwood et al, 2016).…”

“…Marketers have also become increasingly aware of social media adoption and they are forced to find new ways to reach and interact with potential customers (Constantinides & Stagno, 2011). In the light of these developments, it is expected that many higher education institutions will have to keep up with social media applications and social media users (Selwyn, 2011).…”