How institutions can leverage social media to drive students enrollment
Posted by WNP | 4 weeks ago | 84 times
Ogunkunle Oluwatomisin and Mustapha Fatima
Social media advertising has become an essential tool for universities and colleges to reach prospective students and influence their enrollment decisions. With the majority of students active on social media platforms, institutions can leverage targeted advertising to showcase their programs, campus life, and unique selling points.
The benefits of social media advertising for student enrollment are numerous. For one, it allows institutions to reach a targeted audience, increasing the likelihood that their message will resonate with prospective students. Additionally, social media advertising is a cost-effective way to build brand awareness and establish a presence in the minds of prospective students.
Platforms like Facebook, Instagram, Twitter, and TikTok offer robust targeting options, allowing institutions to reach specific demographics, interests, and behaviors. By utilizing these targeting options, institutions can create highly effective advertising campaigns that drive real results.
In an exclusive interview with the Admission Officer of Fountain University Osogbo, Mr AbdulRauf Oladapo said that the institution leverages social media to showcase unique strengths, academic programs, and campus life, he explained. By creating engaging content that resonates with prospective students, parents, and influencers, we aim to build a sense of community and connection that sets us apart from other institutions.
“Our primary focus is on prospective students aged 16-25, as well as their parents and influencers, " the Admission Officer replied. We tailor our content to appeal to this demographic by sharing student-generated content and stories, highlighting academic programs, research opportunities, and career outcomes, and showcasing campus life, events, and extracurricular activities,” he said.
The Admission Officer also highlighted the importance of social media analytics in tracking engagement metrics and refining their content strategy. We use social media analytics tools to track engagement metrics, such as likes, comments, shares, and clicks. This helps us understand our audience's behavior, preferences, and interests, allowing us to refine our content strategy and better meet their needs.
Highlighting the importance of social media in shaping university brand, the Public Relations Officer of FUO, Mr Taoheed Alimi noted that Social media has become an essential tool in our PR strategy, they said. By leveraging platforms like Instagram, Facebook, and Twitter, we can share our story, showcase our achievements, and engage with our audience in a more personal and meaningful way.
The PRO emphasized the importance of authenticity and transparency in online communication. “We strive to be genuine in our social media presence, by sharing our journey and highlighting our achievements, we build trust and credibility with our audience.”
For many students, social media plays a key role in their decision-making process. Jinadu Adijat, an Accounting student, shared her experience: “Before applying, I followed my university on Instagram and Facebook. It helped me get a feel for the institution and what to expect.”
Habeeb Fatima, a Microbiology student, underscored the significance of visual content. “I loved seeing student testimonials and campus life posts. It gave me a real sense of what life here would be like and the kind of experiences I could have.”
Beyond information-sharing, social media fosters a sense of belonging. Isola Aminat, a Biochemistry student, highlighted this adding’ “Through social media, I’ve been able to connect with other students and alumni. It’s amazing to see people from different backgrounds come together and form a vibrant community.”
With platforms constantly evolving, students also have ideas on how universities can enhance their digital presence. Rabiu Suliyat, a Mass Communication student, suggested that institutions should embrace TikTok. “That’s where students are,” she said. “Universities should use it to share their story in a fun and creative way.”
As social media continues to shape the enrollment excercise, universities must stay ahead of trends and adapt to changing algorithms.
With platforms like Instagram, Facebook, and TikTok playing an increasingly vital role in higher education, universities that leverage these tools effectively can attract students, build community, and stand out in a competitive admissions landscape.
