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An Update on the Use of Facebook as a Marketing Tool by Private Educational Institutions in Singapore
Abstract
With social network sites growing in popularity, many organisations have started to use this new platform to market themselves. However, marketing on social network sites is different from traditional marketing. Its value lies in engaging members of the social network and generating shared cultural meaning of the advertised brand rather than promoting awareness of the brand to a large number of people. This is not apparent to marketers and as such, many organizations are not leveraging on this new media tool effectively. This chapter is an update on an earlier paper which examined the use of Facebook as a marketing tool by private educational institutions offering degree programmes in Singapore. The findings in the earlier paper have suggested that marketing on social network sites remained in its infancy. In this update, it was found that three years later, there has been an increase in the use of social network sites by educational institutes in Singapore. There is also evidence that there is greater engagement and the building of a virtual community on the social network sites. This suggests that the use of social network sites as a marketing tool by educational institutes in Singapore is maturing as the organisations are beginning to understand how to leverage on social network sites to market themselves more effectively.
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