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Social Media Rebranding Strategies for Expanding Audience Reach on Higher Education Institution Promotions and Admissions

Author

Listed:
  • Marwa Ulfa

    (Universitas Muhammadiyah Prof. DR. HAMKA.)

  • Farida Hariyati

    (Universitas Muhammadiyah Prof. DR. HAMKA.)

  • Deni Adha Akbari

    (Universitas Muhammadiyah Prof. DR. HAMKA.)

Abstract

This study investigates social media rebranding strategies for expanding audience reach in higher education institution promotions and admissions, focusing on computer-mediated communication (CMC) in private universities. UhamkaTV is a case study to understand CMC's role in adapting to the evolving social media environment. The research delves into rebranding efforts, including alterations in usernames, logos, and content types and their effect on audience engagement and reach. Emphasis is placed on the significance of ongoing analysis and evaluation to identify urgent concerns such as a decline in followers, interactions, and content reach. The results indicate that these efforts led to a more cohesive brand image, increased audience interaction, and improved promotion of academic programs. Furthermore, researchers found that effective internal communication and coordination are crucial for successfully implementing rebranding strategies. This study offers valuable insights for higher education institutions seeking to optimize their social media presence, drive admissions, and adapt to the rapidly changing digital landscape. By rebranding and diversifying content, institutions can enhance their audience reach and engagement, ultimately fostering growth in their admissions numbers.

Suggested Citation

  • 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.
    • Handle: RePEc:tec:journl:v:42:y:2023:i:1:p:76-85
    DOI: 10.47577/tssj.v42i1.8701
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    References listed on IDEAS

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    1. Azlin Norhaini Mansor & Mohd Zabil Ikhsan Mohamed Nasaruddin & Aida Hanim A. Hamid, 2021. "The Effects of School Climate on Sixth Form Teachers’ Self-Efficacy in Malaysia," Sustainability, MDPI, vol. 13(4), pages 1-14, February.
    2. 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.
    3. Joseph, Abraham & Gupta, Suraksha & Wang, YiChuan & Schoefer, Klaus, 2021. "Corporate rebranding: An internal perspective," Journal of Business Research, Elsevier, vol. 130(C), pages 709-723.
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    More about this item

    Keywords

    digital marketing; social media marketing; computer-mediated communication;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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