The Role of Social Media Marketing within the Field of Education

Loren Childress, Director of Marketing and Communications at Columbia School of Social Work

Loren Childress, Director of Marketing and Communications at Columbia School of Social Work

Social media is a powerful tool for connecting with diverse audiences, sharing key messages, resonating with online communities, and building long-lasting brand resonance. Social Media has completely transformed the way we communicate, share opinions, and connect with others. Social media marketing, oftentimes interchangeable with Digital Marketing, has revolutionized what it means to be connected - and what it really means to consume information.

In truth, it’s even impacted the way we write and process information - with ‘short and sweet’ being the normative, and rule-of-thumb for many.

Long gone are the days of social media being used solely to document extravagant food pictures, or funny animal videos.

Educational institutions can and should now be leveraging social media to create an engaging community of students, parents, and alumni through digital marketing tactics and strategic planning. From admission inquiries to showcasing campus life, social media platforms offer a level of instantaneous visibility and parasocial connection unlike anything else we’ve ever seen before.

From viral TikTok videos that capture the essence of student life, to Instagram Live sessions for admitted students – there’s a channel, platform, and avenue for everyone.

In our incredibly fast-paced world, we have become accustomed to streamlined, automated processes.

Leveraging social media in higher education precisely caters to these norms by enhancing enrollment procedures, and fostering transparency, visibility and improved communication between the student body and the institution.

According to research, gen Z spends an average of 4 hours on social media daily. With this in mind, it only makes sense that institutions proactively taking up ‘digital’ space, so to speak, tend to yield better outcomes, as social media platforms offer a global stage for showcasing unique offerings, faculty expertise, campus life, and achievements.

Now more than ever, universities and colleges are using platforms like X (formally known as Twitter), Instagram, and Facebook to share updates, news, and engage with their audience through comments, direct messages, and live sessions.

There are dozens of benefits of having a robust digital presence, and below are my top 3.

1. Recruitment and Admissions

a. How many times have you heard the phrase, ‘I’ll just Google it!’..I’m willing to guess more than a dozen or two. That’s because prospective students often turn to social media to research and gather information about institutions, campus offerings, and everything else in between. Engaging, thoughtful, intentional content showcasing campus life, testimonials, and virtual tours can (and will) significantly influence the decision-making process.

b. Social media allows for virtual campus tours and live-stream events to provide a real-time look into campus life. This allows prospective students to explore the campus, interact with current students, and ask questions without being physically present. Students are craving this level of visibility, and want to be able to achieve it quickly – social media allows them to do just that.

c. It may not seem like it, but hosting digital events has a unique way of fostering togetherness by allowing people from a multitude of locations to participate. Advertising for virtual or in-person recruitment events on social media allows for the creation of dedicated event pages, the sharing of event highlights, and unity. This includes webinars, information sessions, and meet-and-greet opportunities with faculty.

2. Engaging with both current and prospective students

a. Social media platforms have billions of users worldwide. Leveraging these platforms allows institutions to reach a vast audience, increase brand visibility and attract both current and potential students by providing a dynamic environment for interactive communication.

b. Social media paves the way for real-time communication. Institutions can quickly share updates, announcements, and important information, ensuring students are promptly informed about events, deadlines, and campus news in ways that were not previously possible.

c. With the human attention span lower than it has been in years, institutions have to quickly resonate, in ‘micro-moments’. An active content strategy contributes to building a strong brand persona online, and being memorable while doing so. Sharing achievements, success stories, and behind-the-scenes glimpses enhances the institution's reputation and fosters a positive image.

3. Online Learning and fostering online community

a. The integration of technology into educational platforms, virtual classrooms, and online learning materials is expected to continue playing a significant role in education marketing. Institutions and edtech companies should focus on promoting the accessibility and effectiveness of online education.

b. Social media platforms facilitate the creation of online communities. Institutions can establish dedicated groups or pages where students can connect, share experiences, and support each other. This sense of community helps mitigate feelings of isolation often associated with going away to school.

c. Social media expands networking opportunities for students, allowing them to connect with peers, alumni, and professionals in their field. This can lead to valuable collaborations, mentorship, and career opportunities.

The integration of social media into education marketing is here to stay. It’s a transformative tool that can enhance learning, recruitment, and communication as a whole.

By embracing the true power of social media, institutions can tell their own story, their way, while building brand awareness and recognition in ways that simply did not exist previously.

When used correctly, social media marketing can be extremely empowering for students, faculty and alumni as they go on to thrive in the digital world. And - like all things - It's a continuous journey that requires unwavering vigilance, but the benefits include a more robust, expansive educational environment.Top of Form