Publish at June 14 2023 Updated June 14 2023
Social networking has become a way of life. Although the popularity of each fluctuates, the principle of communicating with a large mass of people is not about to disappear. They're pretty effective marketing tools when used well. Brands know this. Can the same be said of universities? Yes and no.
Certainly, in practice there are no longer any institutions that don't have at least one Facebook account. They do have a presence on the networks; however, not all of them are the most active. Which is a shame, given the potential of these technological solutions to bring people together and shed light on a campus. In the highly competitive world of higher education, you have to know how to stand out and promote your strengths. There are, of course, companies like Sprout that can develop a university's marketing plan. However, this involves additional costs and can lead to a more generic model that doesn't always take into account the specifics of an institution, its programs, its environment, etc.
What do future students want to see when they go to universities' social networks? That's the question a school's social network manager has to answer. Small tours of premises and campuses are charming appetizers to show the setting, focus on unique features, living environments and so on. On the other hand, it's best not to rely solely on this type of very cold content.
Students want to see what is really going on for their future colleagues already on site. This could be a video from the point of view of a student walking across campus, or a montage of different shots that have been taken by young adults in different contexts, both educational and social. This means letting students participate a little in this content on the networks. This will take some of the branding out of the picture, but show a much more authentic side of student life.
Those who want to get in also want to know what a few years' work at a particular university will bring. In this respect, networks can be a good way to give ideas by posting student portraits or student portfolios. The latter can be very interesting forsomeone who wants to enroll in a graphic design, animation or visual arts course, to name but a few.
Another part of promotion that may be of interest to grandes écoles is the alumni network. The private higher education group IONIS has even turned it into a network: IONISNEXT. All those who have graduated from a university are not only role models and potential mentors for current students, a source of donations for some, but also portraits of success to those to come. Their stories then fuel the thinking and choices of young adults who can project themselves onto this model.
Networks don't have to be just a source for seeking "customers", however. They should also be used by those already in the establishment to keep them engaged and make their lives easier. They are an easy way to share mass information, promote activities in the various faculties, highlight the achievements of students and professors, and so on. Networks are also a great way for students to help each other. Whether it's to give each other study tips, share knowledge, communicate emotions or create a safe space for discussion, networks make it possible to connect all these people. In fact, many faculty cohorts use private groups depending on their year of study to keep in touch and nurture links.
Finally, teachers can also use these networks in communication contexts but also in a pedagogical way. Obviously, the priority must be based on added value. What can the network add? Can it be used as content to consult before a course? Do we want to create small formative assessments to be carried out between class periods? Or ask students to produce some of their own work using video, sound, microblogging and more? There are many ways to create more personalized learning with networks, but it requires a faculty that's comfortable doing so. What's more, as this study reminds us, teachers sometimes feel uncomfortable using these tools, especially when the establishment hasn't set up a charter of uses. They don't dare use them. Hence the importance of checking everyone's comfort level with the various networks, training them on features and pedagogical possibilities.
Photo: afagen / VisualHunt
References:
"7 Killer Ideas That Engage College Students Through Social Media Platforms." The Next Scoop. Last updated February 17, 2023. https://thenextscoop.com/ideas-engage-college-students-through-social-media-platforms/.
Barrot, Jessie S., and Denson R. Acomular. "How University Teachers Navigate Social Networking Sites in a Fully Online Space: Provisional Views from a Developing Nation." SpringerOpen. Last updated September 28, 2022. https://educationaltechnologyjournal.springeropen.com/articles/10.1186/s41239-022-00357-3.
C.-Bouffard, Marie-Hélène. "Social Media And Higher Education." LinkedIn. Last updated: August 12, 2019. https://fr.linkedin.com/pulse/les-m%C3%A9dias-sociaux-et-lenseignement-sup%C3%A9rieur-c-bouffard.
Goforth, Jennie. "Using Social Media to Support Student Peer Relationships." Center for Engaged Learning. Last updated September 13, 2022. https://www.centerforengagedlearning.org/using-social-media-to-support-student-peer-relationships/.
Guyottot, Olivier. "Why Grandes Ecoles Care About Their Alumni Networks." The Conversation. Last updated: January 29, 2023. https://theconversation.com/pourquoi-les-grandes-ecoles-soignent-leurs-reseaux-danciens-197724.
"IONISNEXT, Le Réseau Des Réseaux." IONIS EDUCATION GROUP. Last update: March 17, 2023. https://www.ionis-group.com/entreprises-alumni/ionisnext-alumni-culture-reseau/.
"Know How Teachers Can Use Social Media to Engage Students." Varthana. Last updated March 31, 2023. https://varthana.com/school/8-ways-teachers-are-using-social-media-for-learning-in-school/.
"Social Media Marketing Tools for the Higher Education Sector." Sprout Social. Last updated April 7, 2023. https://sproutsocial.com/fr/higher-education-industry/.
Vince, Megan-Rose. "How to Engage Students on Social Media." Bluesky PR & Communications. Last updated March 14, 2023. https://www.bluesky-pr.com/blog/business-education/how-to-engage-students-on-social.
Wang, Hui, Minqi Wang, and Guang Li. "The Use of Social Media Inside and Outside the Classroom to Enhance Students' Engagement in EFL Contexts." Frontiers. Last updated September 23, 2022. https://www.frontiersin.org/articles/10.3389/fpsyg.2022.1005313/full.
"What Are Some Creative and Engaging Ways to Showcase Student Work on Social Media Platforms?" LinkedIn. Last updated: June 1, 2023. https://www.linkedin.com/advice/0/what-some-creative-engaging-ways-showcase-student.
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