2. • Social media strategy basics
• Defining your personas to build a content strategy
• Creating social media content for your prospective
student audience
• Connecting with your prospects on social media
• Reaching new prospects with paid advertising
• Measuring the success of your social media campaigns
Today’s Presentation
4. Social media…
• amplifies your school’s brand
• provides an engaging community for
your followers
• helps promote your content
• supports SEO
• helps people make decisions
Social Media as a Decision Engine in Education
www.chegg.com
7. We have a question for you …
Does your school have a
defined social media
strategy?
Yes
No
Not SureC
B
A
8. Start by Defining Your Student Personas
Segment prospects by:
● Program
● Level
● Location
● ______________
… and research their distinct
characteristics
15. Here’s another question …
Does your social media
content address each of the
stages of the
enrollment journey?
Yes
No
Not SureC
B
A
16. The Awareness Stage
• Share website content to drive prospects to your site
• Showcase student life on your campus
• Use popular hashtags to increase your visibility
• Create Stories for optimum engagement
17. Share Website Content on Social Media
Publish content on your website
Share on Facebook
Share on
Twitter
Share on LinkedIn
19. Use Popular & Relevant Hashtags
Business Schools
Language Schools
Career Colleges
● #mba
● #busedu
● #finance
● #careerteched
● #skilledtrades
● #CTE
● #StudyAbroad
● #LearnEnglish
● #ELS
Use branded hashtags
20. Stories On Facebook and Instagram
Stories combine text,
visuals and effects into a
scrolling slideshow
21. Expand your reach with TikTok
An Intro to TikTok:
● Social media giant with 2.3
billion downloads
● Primarily Gen Z audience
● Content = 15s videos
● Offers in-app video editor
● Known for viral challenges
& trends
Handshake challenge
Dance challenge
22. Creating Social Media Content for The Consideration Stage
• Focus on preparing students for their studies
• Offer online campus tours for international students
• Stream live tours/Q&As for prospects
• Use Direct Messaging to respond to inquiries
28. Creating Social Media Content for The Decision Stage
• Offer ‘social proof’ to gain an edge on your competitors
• Encourage your current students to leave reviews
• Focus on more direct content that drives students towards
applying/booking
31. Encourage Grads to Leave Reviews on Facebook & Google
Respond
to both
positive and
negative
reviews
32. Drive Students Towards Booking on Social
Remind
prospects
about
upcoming
events, start
dates, and
deadlines
33. Creating Social Media Content for Enrolled Students
• Provide helpful local info for your current students
• Feature them in your posts
• Encourage them to share photos through contests
38. Planning Your Social Media Advertising
• Social Ads: Engagement or Conversions
• Who do I target?
• What social network should I use?
• What ad placements should I choose?
• Where do I send my ad traffic (when they click)?
48. 48
Recap
• Align your social media strategy with your target personas
• Think carefully about your channels and post schedule
• Create social content for every stage of the admissions journey
• Supplement your organic efforts with paid social advertising
• Measure your results for continuous improvement
49. Reminder
All of you will receive the recording
of this webinar,
plus the slide deck we’re using.
51. Got any Questions?
Chris Dargiewicz
Europe Client Representative
chris@higher-education-marketing.com
Tel: +48 600 554 333
Alex Lamont
UK Client Representative
alamont@higher-education-marketing.com
Tel: +44 784 558 0402
Archie Pollock
UK Regional Manager
archie@higher-education-marketing.com
Tel: +44 795 797 4939
52. Got any Questions?
Scott Cross
US Client Representative
scross@higher-education-marketing.com
514-312-3968 x 117
Greig Ah Now
Canada Client Representative
greig@higher-education-marketing.com
1-416-203-9192