Comprehensive Analysis of Social Media Usage: ANU's Marketing Report

This report analyzes the social media strategies employed by the Australian National University (ANU). It begins with an introduction to the university, its mission, and its use of social media platforms like Facebook, Instagram, and LinkedIn. The report details how ANU utilizes these channels for recruitment, marketing, and building its brand. It analyzes the specific ways each channel is used, including content strategies, engagement tactics, and the overall impact on the university's goals. The report further discusses the positive and negative impacts of ANU's social media presence, identifying issues and problems related to the current usage. Finally, it provides recommendations for additional social media channels that could enhance the university's business and profit, along with a forward planning strategy to optimize its social media approach.

REPORT
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
1. Selection of institution..........................................................................................................3
2. Social media channel and the way they are used by business..............................................3
3. The way each channel are being used by Australian national University............................5
4. Positive and negative impact of use of social media............................................................6
Issue related to current social media usage..................................................................................8
5. Identification of additional social media channel that could enhance business and profit...9
6. Recommendation................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................11
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INTRODUCTION
In current scenario, social media has become one of the most popular platform to
connect and communication information with range of individuals that are living in society.
Through different social media platform such as facebook, Twitter and Linked id the company is
able to generate its awareness and enhance its market share in external environment to maximum
extend. This report has covered crucial Australian national University that have motto “First to
learn the nature of things.” It has been established in 1946 having administrative staff 3753 and
student 20892 which is focusing on providing better quality of education to students for their
overall growth and development. It has contained crucial information pertaining to social media
channel, the way organisation is making in order to recruit market and enhance its presence.
Moreover, it has specified about positive and negative use of social media and the way company
can make best use of it to generate maximum profit margin.
1. Selection of institution
Australian national University is world leading research university which is located in
Canberra, capital of Australia. The university offer wide range of opportunities to student to
thrive in complex environments to learn and developed their existing skills for better future
ahead. The university focus on providing better education to student by having highly qualified,
experienced and knowledge teacher or lecturer that are giving their best to teach student.
Furthermore, the university has distinguished as having outstanding record for graduate
employability and student satisfaction (Tafesse and Wien, 2018). Therefore it can be stated that
the university by providing better education facilities to wide range of children is able to grow
and expand its business operation across worldwide.
2. Social media channel and the way they are used by business
Social media is an digital platform that facilitate exchange of ideas, information and
thoughts from one individual to another by making use of Facebook, Instragram, Twitter etc. In
another words it is tool that helps in create effective and quick content to make people about
company operation and its services. The Australian national University make use of different
social media channels in order to recruit, market, enhance its presence and reach maximum
potential students so that company can easily grow and expand its business operation (Buratti,
Parola and Satta, 2018). Therefore, the various social media channel that has been used by
university for different purposes can be illustrated as follows:
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Official website: The Australian national University have its own official website that provide
complete information pertaining to its course, facilities offered and many more information. So
that the student can take right decision to selected its university as compared to other in order to
get education or pursue research study. The main purpose of official website is to enhance its
presence by making aware people about the university thereby it has in expansion of market
share and creating strong brand image (Cheung, Pires and Rosenberger, 2020).
Facebook: Another social media channel that has been by Australian national University is
facebook in order to promote the university among maximum number of students. So that they
can be aware of the university and its associated courses thereby take decision to have their
study. Thereby Facebook is mainly used by company for purpose of recruitment of more and
more students from across worldwide. Through this channel the University has planned to
Instragram: The University is also making use of Instragram platform to inform student about
its facilities and services or its various events. University has make use of Instragram to post its
video, image of the campaign, facilities and lesson that are taught to student. All these have
contributed in generating awareness among student and increasing market share of the University
(Lindsey-Mullikin and Borin, 2017). It is most effective social media channel that contribute in
gathering in sight of potential customers thus Helps Company in deciding particular tool that
could be used to induce them in organisation. Such as Australian national University through
photo sharing, making right marketing strategy is able to boost its brand and add more students
to the university.
LinkedId: It is also one of the social media channels that has been used by Australian national
University that has contained detailed related to the university. Such as its website, company
size, industries in which company operate and it’s headquarter along with its location in different
parts of the world. This platform is mainly used by the company to connect with its student,
enhance its presence of company in mind and hearts of customers. It also contributes in posting
vacancy of particular post in the organisation or helps in effective recruitment process of
company. So that university have well qualified, trained and experience lecture to provide
education to talented students (Key and Czaplewski, 2017). So, people can easily access to
information of enterprise through Linked Id of University that have sufficient detailed that helps
in taking correct decision.
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Therefore, from the above analysis it can be interpret that Australian national University
by making use of different social media platform has grown and expand its operation across
worldwide. The university is able to developed its brand image and attract more and more
individuals to university in order to get educations related to research.
3. The way each channel are being used by Australian national University
Australian national University has make use of numerous social media channel in
different manner for various purpose so that optimum outcome can be achieved. The university
has make use of several channel with an motivate to market or promote its brand image among
millions to people that are residing in different parts of the country. Twitter, instragram and other
social media platform has been used by it to increase its reach and sustain its business in
competitive environment. The way Australian national University has makes use of all the above
channel can be illustrated as follows:
Facebook: The company have make use of Facebook page to identified customers taste and
preference or potential audience that can be targeted for the university. It has make use of
Facebook by adding relevant profile and cover photos, fill in appropriate page section so that
they can ease in finding necessary information (Duffett, 2017). Furthermore, the university has
invited its friend and followers to like, comment and share the page so that maximum induce in
the university. At the same time additional business detailed has been added to inform people
about the university and its services. Therefore, regular positing of videos, photo and images has
contributed in making people aware about the university.
University has consistently post all its information, facts and figure or complete detail
pertaining to the project on Facebook. It has effective respondent to the comment that has been
on post so that customers can get their problem resolved in limited time frame. Furthermore it
has emphasis on analysis the successful post to promote or share the more in order to generate
attention of more and more individuals for benefits of organisation. Facebook channel has also
used to build strong relationship with customers as it helps in gathering more information about
their taste, preference and belief.
Instragram: The second social media platform that has been used by the Australian national
University to expand its business is Instragram. Likewise Instragram profile has been used by
University to reach wider audience for benefits of organisation. It has helped in promoting
various activities that are performed in the university that helps in enhancing skills, knowledge
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and capabilities of individuals. Furthermore, the University has posted its story in order to inform
student about its campaign and course offer that helped in attracting more student and increasing
profit margin (Yadav, 2017) It has also used instragram to make student aware about existing
and new courses so that they can make right choice to pursue their education in particular
university.
The method that has been used by University to make optimum use of Instragram is
making a business account, then create a winning Instragram strategy by defining the target
audience, setting objective and tracking the performance. Moreover the company has focused on
creating a clear and more attractive content so that people are interested to ready and learn more
information about the same. Therefore, it can be stated that university has make best use of
instagram through posting videos, photo, sharing stories, like and comment thereby able to enjoy
maximum market share in external environment.
Linked Id: The Australian national University has generate its awareness or build strong
connection with its potential customers through making optimum utilisation of Linked Id.
Likewise the university have complete its personal detailed and profile with university image, its
student and listing of basic information pertaining to the course and facilities that are provided in
the campaign so that student can grow and develop their skills, knowledge of research. At the
same time, Australian national University has make use of Linked Id as networking tool that
helps in interacting and connecting with range of people (Misirlis and Vlachopoulou, 2018). The
company have posted appropriate information and contain on its Linked Id so that they can know
full information about the university. Moreover through Linked Id the company has tried to
focus on generating lead and driving conversion so that more student are added in particular
academic year. Thus, all this channel has contribute in approaching wide range of people that are
residing in different parts of the world.
4. Positive and negative impact of use of social media
Social media is wide platform that is used by different enterprises in order to attract
maximum customers in minimum cost and time frame to get maximum benefits. There are
around 3.5 billion people that are making use of social media to have knowledge gather
information or entertainment. Such as only facebook have 2.26 users and You Tube 1.9 billion
users. Social media platform such as facebook, twitter, Instragram and other have both positive
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and negative impact on business. So that various impact of social media on enterprise can be
explained as follows:
Increased in brand image of company: Most of the younger generation spends their lot of their
time, energy and efforts in social media platform to have fun, connect with their friend and
family or gathered necessary information. Company through making use of social media is able
to build brand image in millions of customers through delivering qualitative and quick services
to customers (Jin, Muqaddam and Ryu, 2019). So, Australian national University by posting its
information, image and videos of university in different social platform is able to gain
competitive advantages or build strong reputation in mind and hearts of customers.
Gain market insight: Another positive impact of making use of social media by company is that
it helps in gathering market insight or existing trends, preferences of customers. In another
words, it has helped Australian national University in understanding student needs, interest areas
and opinion thereby finding alternative way to meet their respective requirements. Thus,
effective market insight has contributed in providing maximum benefits to University in terms of
sales, adding of more students etc.
Quick feedback: Social media platform helped Australian national University in getting quick
feedback of its customers or student. Company on the basis of feedback can easily improve its
overall performance to delivered best services to student or develop strong reputation in market.
Australian national University have positive feedback from its student that has passed out in
terms of getting better employment opportunities and effective education facilities (Marchand,
Hennig-Thurau and Flemming, 2019). Thus it helps in adding more customers and enhancing
operation of University across worldwide.
University is able to easily maintained relationship with its customers: It can be stated that
company through making use of different social media channel is able to maintained strong
relationship with customers or students. Australian national University in limited time frame is
interacting with range of people; inform them about its university, type of course, faculty and
many other features. The website has also contained detailed pertaining to the way student can
apply in the university and get education to enhance their existing skills, knowledge and
capabilities.
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Despite of so many positive impacts of social media on Australian national University,
there are some negative impact such as more risk of cyber threat, reduce privacy at workplace
and confidentiality and image of the company. The different negative impact of social media
platform can be stated as:
Increase risk of cyber threat: The negative impact of social media is that higher risk of cyber
threat as in recent scenario, cyber crime has increased at rapid stage which leads in threat to
security and safety of company. So company while operating its business online is at high risk of
losing its personal information which can be used by other individual for unnecessary purpose
(Bala and Verma, 2018). Therefore it is unsafe for business as Cyber hackers by installing the
malware can potentially damage the computer or organisational networks.
Risk to reputation of company: In social media, information spread quickly and rapidly
between several individuals. So even a small mistake or any sensitive information is post on the
social media may cause in ruining the reputation of organisation. Thus it acts as threat to
confidentiality of information and lead in higher risk to reputation of business so manager need
to effective post several detailed for benefits of firm.
Dull and infrequent post: The social media can negatively impact on business if the posts are
not frequent or post are dull as it will not attract maximum number of individuals. Infrequent and
dull post lead in loss customer’s attention or interest thereby negatively impact on overall brand
image or reputation of company.
Therefore, the manager of Australian national University needs to plan effective
strategies to overcome or minimise the negative impact of social media. Likewise it has to ensure
that right and appropriate things are posted on official website and other social media channel so
that company can grow and sustain in competitive environment for longer time frame. At the
same time enterprise needs to ensure its security and privacy so that personal information of firm
cannot be used for unnecessary purpose.
Issue related to current social media usage
The company face wide range of issue pertaining to social media that University faces
while making use of them in order to generate awareness among millions of people so that more
profit and market share can be enjoyed by the firm. Such as developing social media strategy,
measuring social media ROI, understanding what social media channel that could be used by
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company to attract more and more student for benefits of organisation. Therefore, the several
issues pertaining to current social media usage can be explained as follows:
Developing social media strategy: The manager of Australian national University is facing
challenge pertaining to developing social media strategy that could be used to induce customers
in the firm. At the same time, there are various alternative options that are used by company for
social marketing so it is confused which strategy can be most beneficial for organisation
(Ekimov, 2020).
Measuring the social media ROI: The second issues that enterprise is facing pertaining to
social media is measuring the rate of interest that business gain from use of social media
platform. It is not able to measure the return it get by making use of different social media
channel like Instragram, facebook and any other platform.
In understanding particular platform: The Australian national University manager while
recruiting, reaching wide range of customers through social media platform is suffering issue
related to deciding particular channel need to be used. So, it is facing difficulty in deciding
appropriate social media channel that can contribute in connecting with maximum individuals
and growth of firm.
Designing content: Company is not able to effective design a particular content that can be
posted on its official website, facebook, Instragram and linked id to grab attention of the wide
range of customers (Rohilla, 2017). Therefore, the manager needs to devote more time as well
as efforts to design appropriate content that can be helpful in inducing customers within
organisation.
Lack of skills and knowledge: Digital technology has been recently used by companies to
attract customers or promote brand image of company. So there are many individuals that does
not have sufficient skills and knowledge pertaining to the way social media can be used for
benefits of organisation. Thereby lack of resources, skills and knowledge in staff member result
in effective or optimum utilisation of social media platform for growth and development of
company.
Keep up with changing features: Social media platform is continuously going under
development and changes in terms of its features thus companies are facing issue related to adapt
to them while delivering services to customers. It is able to make use of new features to motivate
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students to select the university as compared to other for getting education and enhancing their
existing skills and knowledge for higher growth in future circumstances.
5. Identification of additional social media channel that could enhance business and
profit
The Australian national University can make use of additional social media channel such
as You tube, Pinterest and Reddit to increase its market share. All these are popular platform that
can help university in reaching wide range of people in limited cost as well as price for
maximum benefits. So the way additional social media channel could helps in improving
business and its profit margin can be illustrated as follows:
You Tube: It is one of the most popular audio visual search engines that help in maximum
traction, content optimisation in order to boost the company sells. Australian national University
by posting its videos of lecture, classes held and campaign environment on Youtube can make
more people aware. At the same time attract student to apply in the university to get best
education facilities and employment opportunities in future circumstances (Jin, Muqaddam and
Ryu, 2019).
Pinterest: This is another social media channel which could be fruitful in improving the business
as well as profit margin of company. As Australian national University is having high quality
image thus it is most useful professional marketing channel for sharing of information to range
of people that are residing in society. Through this platform the marketing message can easily
reach millions of user in double quick time thereby boosting the sales and profit of organisation
to maximum extend.
Twitter: This is also one of the addition social media platforms that can be used by Australian
national University as it is brilliant marketing strategy that helps in giving everyone voices. Thus
limiting the noise likewise it contribute in engaging the followers and influence, targeting with
making use of “#” and “@” in order to attract attention of students for growth and benefits of
university (Jin, Muqaddam and Ryu, 2019).
So, all these are suggestion additional social media resources that could be successfully
used by Australian national University to engage customers that is student and their parent with
an motivate to enhance sales.
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6. Recommendation
From the above analysis, it has been understand that company by making use of various
social media channel is able to generate more revenue and market share. Social media platform
has easily make student aware about the course and various facilities provided by the University
thereby help student in taking right decision. Furthermore it has been learnt that companyis
facing issue pertaining to certain areas while using social media platform to attained its end
objectives. Therefore, there are certain strategies that could be suggested for Australian national
University for overcoming issue and sustaining its operation in educational industry can be
explained:
 It can be suggested that company need to make investment in omni channel or multiple
channel strategy in order to attract and retained maximum number of individuals within
organisation (Misirlis and Vlachopoulou, 2018). Australian national University by
making use of different social media platform like You tube, facebook and Instragram.
 Manager need to write various strategies pertaining to social media marketing, analysis
the most appropriate strategy that could yield maximum return to the firm. Such as it can
organised a contest through Instragram to engage participant in the company thereby
increasing conversion rate.
 Thirdly it can be stated that manager needs to continuous monitor and evaluate
performance of each social media channel in order to identify the best channel that could
be used to build strong relationship with customers (Buratti, Parola and Satta, 2018). It
will also helps company in improving its performance and outcome thereby leading better
customers satisfaction or experienced.
CONCLUSION
From the above analysis it can be conclude that social media platform provide a wide
range of benefits to company in terms of increase sales, profit and customers satisfaction level.
Australian national University have tried to make best use of several channel to connect with
people so that student are motivate to prefer it for having their research education. Therefore it
has been learnt that social media has lead in build strong brand image, increase profitability and
market share of organisation.
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REFERENCES
Books and journals
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A Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering, 8(10). pp.321-339.
Buratti, N., Parola, F. and Satta, G., 2018. Insights on the adoption of social media marketing in
B2B services. The TQM Journal.
Cheung, M. L., Pires, G. and Rosenberger, P. J., 2020. The influence of perceived social media
marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific
Journal of Marketing and Logistics.
Duffett, R. G., 2017. Influence of social media marketing communications on young consumers’
attitudes. Young Consumers.
Ekimov, C., 2020. Social Media Marketing.
Helal, G., Ozuem, W. and Lancaster, G., 2018. Social media brand perceptions of
millennials. International Journal of Retail & Distribution Management.
Jin, S. V., Muqaddam, A. and Ryu, E., 2019. Instafamous and social media influencer
marketing. Marketing Intelligence & Planning.
Key, T. M. and Czaplewski, A. J., 2017. Upstream social marketing strategy: An integrated
marketing communications approach. Business Horizons, 60(3). pp.325-333.
Kumar, B and et.al., 2019. Determinants of social media marketing adoption among SMEs: A
conceptual framework. Academy of Marketing Studies Journal, 23(3). pp.1-6.
Lindsey-Mullikin, J. and Borin, N., 2017. Why strategy is key for successful social media
sales. Business Horizons, 60(4). pp.473-482.
Marchand, A., Hennig-Thurau, T. and Flemming, J., 2019. Social media resources as strategic
determinants of social media marketing effectiveness. Available at SSRN 3112613.
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