Social Media and Higher Education: Direct and Indirect Marketing

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Author(s): Ivan K. Cohen (Richmond the American International University in London, UK)and Julie Salaber (Richmond the American International University in London, UK)
Copyright: 2015
Pages: 20
Source title: Handbook of Research on Integrating Social Media into Strategic Marketing
Source Author(s)/Editor(s): Nick Hajli (Newcastle University Business School, UK)
DOI: 10.4018/978-1-4666-8353-2.ch011

Keywords: Business Science Reference / Marketing / Media & Communications / Social Networking

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Abstract

The constant rise in tuition fees has created increasing pressure for British universities to augment the range of marketing tools used to attract students in competition with both domestic and overseas institutions. This chapter investigates the role of social media as a communication and marketing tool for Higher Education Institutions in the UK. Social media is a powerful tool for both direct and indirect marketing, and is highly relevant for universities targeting youngsters who belong to the so-called Generation Y. After presenting the background for social media marketing and higher education, we investigate whether the use of social media as a marketing tool has been effective in raising awareness of British universities. To do so, we collect data on the use of social media by HEIs (in the UK and in the USA for comparison), as well as data on students' response to these new marketing strategies. Unlike many other organisations, it seems that social media play a positive role in promoting British Universities, although the evidence suggests that they still tend to use social media too much like more traditional forms of marketing and PR.

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Social Media and Higher Education: Direct and Indirect Marketing

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