Social Media and Higher Education

This assignment delves into the intersection of social media and higher education, examining how students use social media to improve their adjustment to college life and engage with academic content. The role of social media platforms is explored, including Facebook, Twitter, Instagram, and YouTube, as well as its impact on student engagement, civic engagement, and political participation. Relevant studies and articles are analyzed to provide insights into the benefits and challenges of using social media in educational contexts.

THE ROLE OF SOCIALTHE ROLE OF SOCIAL
MEDIA IN RECRUITINGMEDIA IN RECRUITING
NEW STUDENTSNEW STUDENTS

Table of Contents
INTRODUCTION...........................................................................................................................1
Effectiveness of social media campaign in higher educational institute.....................................1
Effectiveness of social media campaigning................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
.........................................................................................................................................................9

INTRODUCTION
Social media is playing great role in meeting the needs of organisation working in the
education sector. Social media platforms are providing a platform for communication in between
it's users (Hanna, Rohm and Crittenden, 2011). Social media platforms like Facebook, Twitter,
Whatsapp etc. are providing a base to professionals and business entities to use their media
source to promote and advertise their product and communicate with their targeted audience.
Most of the organisations are using social media to promote their business and full fill their
requirements. Educational sectors is also using social media to promote their business and
mainly to accomplish their targets. This review is based on use of social media in campaigning
for higher education.
Effectiveness of social media campaign in higher educational institute
Most of the educational institutes are using social media to promote and communicate
About their courses to their targeted people which are mainly those students which are wants to
move further higher studies. It is essential for the educational institutes to communicate with
them which can help to them to fill all seats which they have for each section or subject.
Communication and promotion can help to them to make a lead on students which are looking
forward for higher studies regarding to make a better career in particular subject. It's all about
future of the student and as well as for the college and universities which are providing higher
education.
Most of the educational organisations are using social media campaigning to increase
queries of students. Social media platforms like; Facebook, Twitter, Whatsapp, Snapchat,
Instagram etc. are used by many universities which can help to them to share and satisfying
social media. Snapchat is mostly used app within youngsters so many of the universities are use
this to advertise their subjects and facilities provided by them for students. Loughborough
University is also one of them which has used Snapchat to promote their educational
environment and facilities which can help to them to recruit new students. Loughborough
University has used social media strategy to recruit new students, they have used their students to
show an insight of campus to attract more students which can take an admission in the campus.
They have used smiling face of their students to attract more students towards them. They are
promoting their campus to attract more students towards them, they have their students pics with
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special geo-filters of overlays Loughborough University which can be accessed in the campus
only. They have used these geo filters on the starting day of academic year which can attract
more students to take admission in the college (Hong and Nadler, 2012). These pics shows that
students are extremely happy by taking admission in the college which can help to them to make
a lead on those students which are searching a better college and campus for their higher studies.
Another example of this is University of Salford, which has started a Selfie campaign
using with frames. All of their students has taken their selfie with Polaroid style frames which is
named with university. All of these pictures are collected by the college on $SALFIE which
helps to them to promote happier environment of campus which can help to them to make a
better environment in front of others which can help to them to recruit new students. All of these
pictures are shared on Instagram feed and most of these selfie campaigns are started in the
beginning of semesters. This is creative campaigning in which helps to them to spread a positive
image and message among in them which are looking forward a better college according to their
expectations (Kietzmann and et. al., 2011). So these are some examples which are used by the
universities which can help to them to make a better change in their admissions and by they can
admit more students on vacant seats.
Benefits of Social Media
The social media is used to communicate or share information, ideas, thoughts and
feelings. It allows to interact or connects with international friend. Social media sites such as
Facebook, Twitter, Instagram and Myspace which helps to interact with the international friends
and family. The college students are make international friends and connect with them in an easy
and faster way. These sites offers some opportunity for interacting and communicate with each
other. Social media sites helps to make new friends and builds personal relation with them. It
helps in searching an individual who are similar in nature and their likes are match with each
other. Many social media sites which provides video calls or chats in all over the world and share
necessary information. This is helpful for college students to discuss some projects with their
lecturer but it consume more time (Hudson and Thal, 2013). School children are also used these
social sites which provides easy understanding of the chapters. Some college leaders post their
presentation on the sites which helps to promotes their college in the world wide areas. Mainly it
has a large users of social media which can provide a large market to the organisation which are
working in this sector to promote their features and benefits to others.
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Social media used by students for connects with their classmates, teachers and some other
work like knowing about the classroom topics. The online interaction is important for students,
and there are some students who develop their internet existence. Some networking sites gives
latest news and information on daily basis. The information is based on videos, posts, pictures
and projects that spreads among students. Social media search college students to join sites and
attract young individual who promotes their market (Gensler and et. al., 2013). The old
generation may not agree to pay the amount of social media but young generation students are
totally agree with that. The students are know all the world books and learning by using social
media. The international students are always connected with the other students by the use of
different social sites.
Reasons to use social media
It is essential for the organisation which are working in the educational industry they
have to make a proper communication with their targeted audience to convince them to take
admissions. Each and every educational institutions are having particular target for students in
each stream of subject so now it is essential for them to promote their their facilities which can
help to them to make a better change in the number of students. Social media is having potentials
to deliver a better change in their connectivity with targeted students. Social media is provides a
great connectivity and sharing of file which can help to the educational institutes to promote their
campus, style of educating students and their key features among in the targeted audiences which
can help to them to increase number of students in each subject (Paek and et. al., 2013). Personal
details which are provided on social media sites like Facebook can be used by the universities to
categorised data in subjects by which they can make a targeting promotional campaigns to
promote their images and videos which can help to them to make a lead on some of them which
can be their future students. Many of the social media sites are available and some of them are
authentic on which they can communicate and promote their data share with their targeted
audience which can help to them to attract more students to arise people in classes (Castronovo
and Huang, 2012). Social media sites are used world wide so it provides huge audience which
can help to them to communicate with a large audiences so it is essential of them that their
campaigning should be effective and targetting which can help to them to make a better change
in marketing and promotions. Segmentation is an essential thing which is required in this
because social media provide a large market in which they have to work so they have to make
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proper analysis of market which can help to them to make a segmentation (O'Keeffe and Clarke-
Pearson, 2011). Of their audience. By this they can make a target marketing which has more
potentials direct hit on the expectations of the targeted audiences. File sharing is an another
feature of the social media, many social media sites like Facebook and Whatsapp by using
educational organisation to make a personal communication with those students persons which
are interested to take admission in the university and as well as by using this they can share
documents and files like brochures and fee structure with them.
Social media campaigns can help to organisation which are starting to work in this sector
to increase brand awareness in their targeted market which can help to them to make a better
implementation of their ideas in actual conditions. Branding is essential because it helps to built
trust on the students. Trust creates a relationship in between organisation and students so it is
essential for them to keep branding promotions by using this marketing tool. Campaigning on
social media can be help full for the organisation by which they can transfer traffic ion their
website. They can provide links on social media campaigning by which they can transfer traffic
from their promotional campaign on their own website. It is essential for them to retain a traffic
movement on their own website which can help to them to increase their rank on the search
engines. By this they can increase number of people which reach on their site and some of them
can attracted by their features which can help to them to accomplish their targets (Kaplan and
Haenlein, 2011). Social media campaigns can help to educational organisation to manage
customer retention on their website which can help to them to make a better communication day
by day. Also it can help to organisation to keep their work align to it's market competitors and it
can also help to them to increase their workings according to market competitors which is
essential. One of the best thing is that it does not puts any cost on the organisation to start a
campaign it just have a need of innovative idea which can help to them to attract new people
towards them. As selfie campaign shows that students are happy in the university with provided
facilities (DeAndrea and et. al., 2012). Also it is an cost effective process which can help to those
which are looking forward for better future studies. Because most of the students are using social
media platforms and by this they can take review of those which are interested in to academic
future.
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Effectiveness of social media campaigning
Social media platform is a faster platform which can help to the educational organisation
to make a faster change in the marketing activities. Because it is able to make a direct
communication with targeted audience. Branding is the main effectiveness of this because most
of the organisation which are working in this segment are less knowing so it is essential for them
to be popular among the targeted audiences which can help to them to make a great relationship
with them (Rice and Atkin, 2012). Campaigns on social media can help to the organisation to
become a brand by which they can attract students towards them. Branding creates a direct
impact on the targeted audiences which is enough to make a lead on them so it is essential for the
less known organisations to use social media campaigns which can help to them to convert
audiences in to their students which can increase their profits. Most of the students are trust on
those colleges and universities which are known by students, it creates a positive impact on the
students which are looking forward for higher studies. Most of the organisations which are
working in to the education industry are using social media which can help to them take
admission in which organisation which can accomplish their requirements.
Social media is very effective in nature as this aid in attracting and connecting one person
to another. This thing is very effective in creation as this is helpful for every individual who used
conduct any research (Ashley and Tuten, 2015). According to this fact, business have to use this
method identify the variety of things which are present in environment. One of a major
effectiveness of this sort is less time consuming. This is a major thing and according to this,
mostly people respondent fast while taking feedback through social media. Moreover, this is cost
effective because many people can easily use this according to wish. All the things which present
over there is live and an individual can easily approach to other one. Schools can use this factor
in taking online exams as well. One of a major thing which is associated with this is less time
consuming. Social media is a platform where news and information move in frequent basis. As
this is helpful due to taking lack of time. Thus, social media is a great platform through which
individual can move information to another place in mini second. Thus, this is a result of
modification and advancement in technology (Gil de Zúñiga, Jung and Valenzuela, 2012). As
taking this fact in account, schools and colleges can apply this technique in making their data
more effective. In present time social media survey is working as an essential tool for conducting
activities in a well defined manner.
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The social media campaign are effective in educating students about the various tasks
which are helpful for there future. There main aim is to educate students on various topics so that
they can live a happy life (Kumar and et. al., 2013). As the present generating is using social
media very frequently in order to communicate with there friends. Thus it is best methods to
create awareness so that people can know about the various situations which can affect there life
and the important aspect is linked with how to deal with the situations. They are mainly targeting
the youngsters because this is the upcoming generation which who will become the future
citizens of the nation. Social media campaign are beneficial in educating students so that they
can aware about every situations that can happen with them. An institutions are conducting these
programmes for the benefit of students in order to convey important message to them. With the
help of social media campaign, students come to know about that what are new technologies
which help them to use these software's in appropriate manner. Along with this, it will be
beneficial for institution for attracting more organisation (Fuchs, 2017). With the help of these
organisations, these institute will also promote social campaign and provide useful information
to people. Most of students are looking forwards for those universities which are providing more
facilities and benefits as per their requirements.
Attract more students is an another effectiveness, smart use of campaigning can help to
educational organisation to fill their seats. Most of the social media campaigns from educational
organisation starts before semester and admission time which can help t6o increase queries and
number of candidates which wants to take admission in their college. So these social media
campaigns can help to the students which are looking forwards to take admission in a better
college and university. Also by using they can help to those people which are actually having a
need to take admission in positive academic environment which can help in their better future.
So by using this educational organisation can make profits which can help to them to make a
better change in the organisation financial statements. It is a key objective of the organisation
which are working in this sector to accomplish their financial targets which can help to them to
make a better change in the organisation workings (Divol, Edelman and Sarrazin, 2012). Another
key objective for these type of organisations is to fill their seats so it is essential for them to
communicate and promote all of the facilities, benefits and qualities among their targeted
audiences which can help to them to retain number of students according to their assumptions to
manage financial profitability. This is finally deliver a great work against the organisation
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expectation in a limited time of periods and it also help to motivate to own for better work. So it
is essential for the organisation which are working in this sector to make a better change in their
working style and also to make some energetic changes for their targeted students which can
help to them to deliver a better academic environment to them.
CONCLUSION
The above presented report has been concluded about social media campaign which can
help to organisations which are working in the education sector. Campaigns are based on a
special ideas which can help to them to take a lead on their targeted audiences. Most of the social
media campaigns are organised by educational organisation in starting of semester by which they
can increase number of students according to their expectations which can help to them to retain
their performance in their targeted market. Connectivity is a key benefit of this which can help to
educational organisation to communicate with a larger amount of people in a while. Cost
effectiveness is an another benefit of this which can help to them to make a better change in their
number of students in the organisation. Brand awareness is a main thing which can be increase
by educational organisation by using this, it can increase relation with a larger audience which
can help to them to make a better future of the organisation. Marketing techniques are used in to
make a better campaigns so this can make a better change in the workings of the educational
organisations. It can provide a quick results to users which is a main benefit or effectiveness for
it users.
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REFERENCES
Books and Journals
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology &
Marketing, 32(1), pp.15-27.
Castronovo, C. and Huang, L., 2012. Social media in an alternative marketing communication
model. Journal of Marketing Development and Competitiveness. 6(1). p.117.
Cogburn, D. L. and Espinoza-Vasquez, F. K., 2011. From networked nominee to networked
nation: Examining the impact of Web 2.0 and social media on political participation and
civic engagement in the 2008 Obama campaign. Journal of Political Marketing. 10(1-
2), pp.189-213.
DeAndrea, D.C., and et. al., 2012. Serious social media: On the use of social media for
improving students' adjustment to college. The Internet and higher education. 15(1).
pp.15-23.
Divol, R., Edelman, D. and Sarrazin, H., 2012. Demystifying social media. McKinsey Quarterly.
2(12). pp.66-77.
Fuchs, C., 2017. Social media: A critical introduction. Sage.
Gensler, S and et. al., 2013. Managing brands in the social media environment. Journal of
Interactive Marketing. 27(4). pp.242-256.
Gil de Zúñiga, H., Jung, N. and Valenzuela, S., 2012. Social media use for news and individuals'
social capital, civic engagement and political participation. Journal of Computer‐
Mediated Communication. 17(3). pp.319-336.
Hanna, R., Rohm, A. and Crittenden, V. L., 2011. We’re all connected: The power of the social
media ecosystem. Business horizons. 54(3). pp.265-273.
Hong, S. and Nadler, D., 2012. Which candidates do the public discuss online in an election
campaign?: The use of social media by 2012 presidential candidates and its impact on
candidate salience. Government Information Quarterly. 29(4). pp.455-461.
Hudson, S. and Thal, K., 2013. The impact of social media on the consumer decision process:
Implications for tourism marketing. Journal of Travel & Tourism Marketing. 30(1-2),
pp.156-160.
Kaplan, A.M. and Haenlein, M., 2011. Two hearts in three-quarter time: How to waltz the social
media/viral marketing dance. Business Horizons. 54(3). pp.253-263.
Kietzmann, J.H and et. al., 2011. Social media? Get serious! Understanding the functional
building blocks of social media. Business horizons. 54(3), pp.241-251.
Kumar, V and et. al., 2013. Practice prize winner—creating a measurable social media marketing
strategy: increasing the value and ROI of intangibles and tangibles for hokey pokey.
Marketing Science. 32(2). pp.194-212.
O'Keeffe, G.S. and Clarke-Pearson, K., 2011. The impact of social media on children,
adolescents, and families. Pediatrics. 127(4). pp.800-804.
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Paek, H.J and et. al., 2013. Engagement across three social media platforms: An exploratory
study of a cause-related PR campaign. Public Relations Review. 39(5). pp.526-533.
Rice, R. E. and Atkin, C. K. Eds., 2012. Public communication campaigns. Sage.
Online
8 Compelling Reasons Why You Should Be Using Social Media. [Online]. [2014]. Available
Through: <http://www.socialmediatoday.com/content/8-compelling-reasons-why-you-
should-be-using-social-media>. [Accessed on 16 August 2017].
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