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Posting the 'right' content on Facebook to create engagement is a challenge many of us can relate to, and figuring out what works for your institution consists of three tasks: know your audience, know your tools, and listen. Jessica Winters from the University of Groningen takes us through each step, and also includes a set of basic rules that apply to every social manager. View the slides from her presentation and read the accompanying article ''Posting effectively on Facebook: the art of listening'' here: http://bit.ly/Xh9sSU. For more industry news, market intelligence, research and commentary for international student recruitment please visit http://www.icefmonitor.com, subscribe for daily or weekly updates, and follow us on Twitter http://www.twitter.com/icefmonitor.
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Social media in international student
recruitment
Jessica Winters Coordinator Marketing @jlinkmarketing
University of Groningen
• 400-year old Research University
• Bachelor, Master, PhD
• 28,000 students
• 4,000 international students
• Over 100 degree programmes in English
• University of Groningen – 24,000+
• Approx. 50 University of Groningen-related FB Pages
• Approx. 50 University of Groningen-related FB Groups
• @univgroningen – 13,000 followers
• Approx. 30 University of Groningen - Twitter accounts
Why social media?
Main reason…
• This is where our students are
• Connect, find and share information
• And it’s cheap…
5
students & social media
• internet is (almost) as important as air, water, food and shelter: 82%
• internet is more important than dating, going out, or listening to music: 40%
• mobile device is the most important technology in their lives: 66%
• use a newspaper to access information: 4%
Cisco/Insight Express 2011
How can social media help us? • Recruitment
• Advertising
• Information flow – expectation management
• Admission
• Contact - Connecting
Recruitment • Advertising
• Presentation
• Outreach
• Creating engagement
• ‘Follow up’
9/19/2013 | 9
Online brochure
Information - expectation management
• Application, Housing & Living Costs
• Outreach
9/19/2013 | 14
9/19/2013 | 15
9/19/2013 | 17
Contact - Connect
9/19/2013
9/19/2013 | 24
How to be effective?
Know your audience Know the tools
Listen…
Facebook Facts
• 1 billion+ users
• 70% of the internet population uses Facebook
• 405 minutes per month
• 48% of the 18-34 year olds check FB when waking up
Top 10 countries on Facebook
• USA
• Brazil
• India
• Indonesia
• Mexico
• Turkey
• UK
• Philippines
• France
• Germany
SocialBakers 09-05-2013
Fastest growing countries on Facebook
• Brazil
• India
• Vietnam
• Indonesia
• Japan
• Taiwan
• South Korea
• Thailand
• Colombia
• Turkey
SocialBakers 09-05-2013
SocialBakers 09-05-2013
SocialBakers 09-05-2013
SocialBakers 09-05-2013
Population: 1.34 billion - On social: approx. 700 million
facebook pages
Posting
• 80 characters or less (80 – 130 characters)
• Visual
• Quality, not quantity
• Best days/times
• Mix fun with serious, but keep it informal
International student page
Types of posts
Best posts main Page • PRIDE
• Students
• University
• Local/regional
• College-humor
• Student-related
• Famous people
Best posts Prospective Page • Hype: Harlem Shake
• Groningen city
• Netherlands
• Study abroad
WORST POSTS…
