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Marketing your university on social media: a content analysis of Facebook post types and formats

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  • Adam Peruta
  • Alison B. Shields

Abstract

Many schools put a great deal of emphasis on their social media marketing strategies – updating and maintaining their social media channels with the purpose of building identity by connecting with prospective students and alumni. At a time when immediacy is seen as being prevalent to university marketing, social media is viewed as a viable method of communication between the institution and its constituents. The authors use content analysis to examine topics and formats of 5932 Facebook posts from top U.S. colleges and universities. Results show that there are content topics, such as athletics, that significantly increase engagement, while others have the tendency to lower engagement. Additionally, the format, like including user-generated content, is another factor that contributes to engagement. This study provides strategies on how university social media managers can better compose social media content to improve engagement, to better market their offerings, and to increase the reach of their posts.

Suggested Citation

  • Adam Peruta & Alison B. Shields, 2018. "Marketing your university on social media: a content analysis of Facebook post types and formats," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 28(2), pages 175-191, July.
    • Handle: RePEc:taf:jmkthe:v:28:y:2018:i:2:p:175-191
    DOI: 10.1080/08841241.2018.1442896
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    Citations

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    Cited by:

    1. Alexandru Grigoras, 2021. "Social Media and Public Universities. Theoretical Aspects," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 530-534, August.
    2. Thayse Schneider Silva & Marcelo Gattermann Perin & Rafael Luis Wagner & Kenny Basso, 2019. "The influence of advertisement repetition on price image in the context of higher education services," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 18(4), pages 342-352, August.
    3. Nadia Wasta Utami & Rizqi Anfanni Fahmi & Narayana Mahendra Prastya, 2024. "Social Media Marketing at Islamic Higher Education: Reactions, Posts, and Brand Post Contents," Studies in Media and Communication, Redfame publishing, vol. 12(2), pages 227-240, June.
    4. Omar SALEM, 2020. "Social Media Marketing In Higher Education Institutions," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 23, pages 191-196, August.
    5. Monika Szyda, 2022. "Marketing Communication of a Public University," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 408-419.
    6. Marwa Ulfa & Farida Hariyati & Deni Adha Akbari, 2023. "Social Media Rebranding Strategies for Expanding Audience Reach on Higher Education Institution Promotions and Admissions," Technium Social Sciences Journal, Technium Science, vol. 42(1), pages 76-85, April.
    7. Alexandru GrigoraÈ™, 2020. "Using Social Media in Public Universities. A Research on the University of Bucharest, Romania," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 644-650, August.

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