Social media interaction, the university brand and recruitment performance

Article by Richard Rutter, Stuart Roper, Fiona Lettice

 

HEIs have adopeted the language of the marketplace and the student-as-consumer mantra, although with some resistance. Social media increasingly represents an important part of a brand’s communication strategy.

Research indicates that the service orientation of higher education make branding even more important than for organisations that make phisical products.

Social media interaction, the university brand and recruitment performance analises the interaction between social media activity and recruitment efforts by UK universities.

Study finds out that establishing a high number of Twitter followers is a strong predictor of a student recruitment success. Twitter followers are a proxy for the brand strenght or the reputation of the university brand.

The real brand benefit occurs when a university uses social media interactively. Fostering relationships with customers who endorse the brand is key to the successful use of social media.

 

The artcle can be downloaded c/o: https://www.researchgate.net/publication/292680421_Social_media_interaction_the_university_brand_and_recruitment_performance.

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