PilotLabs IBS - Facebook analysis rankings

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  • 1. Analysis of Facebook Pages Rankings November 2012Christian SiebmannsGina KunkDr. Peter Stegelmann
  • 2. EDU-CON Strategic Education Consulting GmbH Salzbergener Str. 64 D-48431 Rheine FON: 0049[0]5971.911 210 FAX: 0049[0]5971.911 21-29 Internet: www.edu-con.e Email: info@edu-con.de Prokuristin: Dr. Gertrud Hovestadt Geschäftsführer: Dr. Peter Stegelmann Handelsregister Steinfurt: HRB 4130 USt-Nr.: 311/5821/1705 USt-ID-Nr.: DE231174389
  • 3. IndexA IntroductionB Research MethodC Criteria I. Introduction II. Find-Rate III. Number of Likes/Friends IV. Post Count V. Likes by Users VI. Comments by Users VII. Shares by Users VIII. User Interaction IX. Photos X. Videos XI. Degree programs XII. Admission requirements XIII. Testimonials XIV. Housing XV. University City XVI. Social MediaD RankingsE Conclusion
  • 4. A IntroductionThis is an analysis of Facebook Pages of Universities and Universities of Applied Sciences from the Netherlands, Germany and Great Britain as presentedat our annual Social Media Seminar on November 15th.The idea was to find out how universities advertise themselves to prospective students on Facebook. The analysis focuses on how prospective studentsview Facebook pages. The entire analysis was conducted by two prospective students. In the beginning we developed criteria on what was important formaking study choices (e.g. degree programs, admission requirements, testimonials etc.).246 Facebook pages have been analyzed in total: 55 The Netherlands, 98 Germany, 93 Great BritainThis is the only analysis of Facebook Pages of educational institutes we know of, so if you have any questions or suggestions on how to improve the re-search method, feel free to contact us.B Research MethodThe data of the analysis was directly gathered on Facebook by two prospective students. The criteria were developed by prospective students who willbegin their studies within the next two years.The result formulas were developed by the prospective students in cooperation with the EDU-Research team.
  • 5. C Criteria I. IntroductionFacebook has become an important tool for marketing. Therefore it is important for universities and universities of applied sciences to be active on Fa-cebook. It can be used as an effective marketing tool to attract prospective students. What is important for prospective students when selecting a degreeprogram and university? To find out we did brainstorming at the office with all the people who will start studying within the next two years. We wanted tofind out what is important to us as prospective students, when we look for a place to study. Our five most important aspects were:• Information about the university• Information about the degree program/faculty & admission requirements• Testimonials from current students• Information about the university city• Impressions of the university (in the form of pictures and videos etc.)From this list we deduced a list of criteria for Facebook pages. II. Find RateThe first thing prospective students have to do to find information about the educational institute is find an information source. Sometimes it is not easy tofind a university page on Facebook because of influencing factors, such as the name of the page.Therefore the first criterion was the Find-Rate. The question was: If we search for a university by name on Facebook, how well can we find it?By clicking on the first result which was displayed and landing on the correct page, it meant that the Find-Rate was Excellent.If a time span of ten seconds for consideration where to click was needed, the rating was Average.The rating was Bad if a page was chosen but it turned out as unofficial or an automatically by Facebook created Community Page. If no page was found, itwas marked as such.Facebook sorts its search results by a number or different factors. It is suspected that they consider how much you are paying them for advertising.Prospective students do not care if the page of the university is hard to find. They want to find out about their study and will look elsewhere to get the desi-red information.
  • 6. III. Number of Likes/FriendsHow many people have liked the page of the college? If the college still uses a Facebook profile (and not a page), the friends of the profile will be countedinstead. IV. Post CountBeginning in July 2012, all the posts by the university in June 2012 were counted. To simplify the counting process, actions automatically posted by Face-book like cover picture changes or upload of photos were counted as posts as well. V. Likes by UsersHow often did page visitors like the posts of the university? It is important to note that the analysis was started in July, but this is no guarantee that theLikes were actually counted in July. This is considered the easiest form of interaction for the user, since it only requires a single click. VI. Comments by UsersHow often did users comment on the posts by the college in June 2012? The quality was not judged, just the total number of comments. Also comments bythe college itself were not excluded. This was considered a stronger form of interaction than giving a like because it requires a thought and some time. VII. Shares by UsersHow often did the users share the posts by the college? This was considered the strongest form of interaction, because it makes the university’s postappear on the user’s timeline and the user can still add his/her own description. VIII. User InteractionSometimes students and prospective students ask questions that need to be answered. Here it was important to determine who answers those.Possible options for this criterion are: University, Visitors, Both and Unascertainable.Of course it is important for the university to maintain their page and keep contact with their target group, but the rating is even better if other users whoare not closely involved with the university answered the questions. This shows that they care enough to stay on the page for a longer period of time andtake an interest in its content.On some pages this interaction is simply not there or questions are not answered, so this criterion cannot be determined which resulted in a bad rating.
  • 7. IX. PhotosMost people are familiar with the bounce rate which determines how long someone stays on a site to look at its content.The bounce rate for this criterion was ten seconds. Every user will have made the decision whether or not he or she wants to take a look at the photosafter ten seconds or go back to the previous page. Therefore it is usually better to have a good album structure and many high resolution pictures.Here very few and/or low quality photos qualified as Bad. A few photos of good quality made the result Average. A lot of high quality photos meant anExcellent result.Flickr and Pinterest where included in the inspection as well.It is important to say that especially for this criterion, the measurement was a bit subjective because everyone will have a different opinion. X. VideosThe rating for the Videos criterion was very similar to the Photos one. The time before the judgement of the videos added up to twenty seconds becausesometimes.Very few videos of bad quality result in a Bad rating. A few videos lead to an Average and a lot of high quality videos mean an Excellent rating.If there were no videos available, it was marked as such.YouTube was also included in the analysis.It is important to say that especially for this criterion, the measurement was a bit subjective because everyone will have a different opinion. XI. Degree programsInformation on degree programs is usually the first thing prospective students look for. Therefore it is important to add that information in places wherethey will look – such as the Facebook page of the university.It turned out that information on degree programs was mostly nonexistent, but if it was available, it was usually a list of links to the websites.Here the rating could be Excellent, Average or Link to Website, Bad and Not found. XII. Admission requirementsAdmission requirements are usually displayed on the same site as the degree programs. That is why they were mostly nonexistent as well. But if they wereavailable, they were simply links to the website.The rating is the same as for degree programs.
  • 8. XIII. TestimonialsIt was looked for testimonials. If there were at least two, testimonials were considered Available. All forms of testimonials were legit (videos, text etc.).Links to testimonials on the university website were rated as Link to website. XIV. HousingProspective students oftentimes have problems finding a place to stay and sometimes the university offers help with finding an accommodation.Here the option for the rating were either Available or Link to Website and Not available.Housing might be important in some seasons, like at the start of a semester. XV. University CityIncluded in this criterion were photos and videos, and apps that were specially created for giving information on the town. The measurement here wassubjective.The rating could be Appealing, Link to Website and Unappealing or Not found. XVI. Social MediaDoes the university offer other ways to connect? All social media platforms were legit. If there was at least one other social media platform offered (forexample in the form of an app) on Facebook it was rated Available otherwise Not availabe.
  • 9. D RankingsAll the presences were analyzed using the criteria explained earlier. The results were then entered into the House formula found in the graphic below.The post criteria (Shares, Comments, Likes) were entered into the Life in the house formula. Both results were then multiplied to get the final score.To get comparable results, institutes were divided into weight categories determined by their student count.Only the rateable results are listed. Rateable in this case means that a page or profile was found, and that neither the House nor the Life Score equaledzero.
  • 10. EDU-CON Social Media Seminar 2012 Analysis of Facebook Pages - Rankings I. The NetherlandsUniversities with less than 1000 students:Name of the University Find-Rate User Interaction Photos Videos Programs Admissions Testimonials University Town Housing Social Media House Score Life Score Final ResultPabo Hogeschool Helicon 5 3 3 1 5 2 1 2 2 1 1800 167 300600Hogeschool Edith Stein 5 3 5 5 1 1 1 1 1 1 375 255 95625Design Academy Eindhoven 3 1 5 1 1 1 1 1 1 2 30 54 1620Windesheim Honours College 5 1 3 1 1 1 1 1 1 1 15 80 1200Iselinge Hogeschool 5 1 1 1 1 1 1 1 1 2 10 84 840Gerrit Rietveld Academie 1 1 3 1 1 1 1 1 1 1 3 36 108 6 of 12 rateableUniversities with 1000 to 20000 students:Name of the University Find-Rate User Interaction Photos Videos Programs Admissions Testimonials University Town Housing Social Media House Score Life Score Final ResultWageningen University 5 3 5 5 5 2 3 3 2 2 135000 336 45360000Technische Universiteit Delft 5 3 5 3 3 2 1 1 1 2 2700 439 1185300Universiteit Maastricht 5 3 5 5 1 1 1 1 2 2 1500 507 760500Christelijke Argrarische Hogeschool 5 2 5 1 3 2 3 2 1 1 1800 216 388800DrontenHogeschool van Hall Larenstein 5 1 5 5 3 2 1 1 1 2 1500 64 96000HZ University of Applied Sciences 5 3 3 3 1 1 5 1 1 1 675 108 72900Technische Universiteit Eindhoven 5 3 3 3 1 1 1 1 1 2 270 251 67770Stenden University of Applied Sciences 3 3 5 5 1 1 1 1 1 2 450 64 28800HAS Den Bosch 3 3 5 1 1 1 1 1 1 1 45 152 6840Gereformeerde Hogeschool 5 1 5 1 1 1 1 1 1 1 25 264 6600
  • 11. EDU-CON Social Media Seminar 2012 Analysis of Facebook Pages - RankingsName of the University Find-Rate User Interaction Photos Videos Programs Admissions Testimonials University Town Housing Social Media House Score Life Score Final ResultLeiden University 1 3 3 3 1 1 1 1 1 2 54 56 3024NHTV Breda 5 2 5 1 1 1 1 1 1 2 100 20 2000Universiteit Twente 3 3 3 1 1 1 1 1 1 2 54 22 1188Open Universiteit 5 1 1 1 1 1 1 1 1 2 10 107 1070Hogeschool Tio 3 2 5 1 1 1 1 1 1 2 60 6 360HBO nederland 5 1 3 1 1 1 1 1 1 1 15 20 300Tilburg University 5 1 3 1 1 1 1 1 1 2 30 8 240ArtEZ Institute of the Arts 3 1 3 1 1 1 1 1 1 1 9 24 216Amsterdamse Hogeschool voor de 3 1 3 1 1 1 1 1 1 1 9 18 162KunstenRadboud Universiteit Nijmegen 3 1 3 1 1 1 1 1 1 1 9 8 72 20 of 28 rateableUniversities with more than 20000 students:Name of the University Find-Rate User Interaction Photos Videos Programs Admissions Testimonials University Town Housing Social Media House Score Life Score Final ResultRijksuniversiteit Groningen 5 3 5 5 3 2 3 2 2 2 54000 105 5670000Hogeschool van Amsterdam 5 1 3 5 3 2 3 2 2 2 10800 158 1706400Saxion Hogeschool 3 3 5 5 3 2 1 2 2 2 10800 68 734400The Hague University of Applied Sciences 5 3 5 5 3 2 1 1 2 2 9000 16 144000HAN 3 3 5 5 3 2 1 1 1 2 2700 40 108000Hanzehogeschool Groningen 1 3 5 5 3 2 3 1 1 2 1800 51 91800Hogeschool InHolland 5 3 3 3 1 1 1 1 1 1 135 116 15660Universiteit van Amsterdam 3 2 5 1 1 1 1 1 1 1 30 81 2430Fontys Hogescholen 3 1 3 1 1 1 1 1 1 2 18 78 1404Avans Hogeschool 5 3 3 1 1 1 1 1 1 1 45 31 1395Erasmus Universiteit Amsterdam 3 1 3 1 1 1 1 1 1 1 9 3 27 11 of 15 rateable
  • 12. EDU-CON Social Media Seminar 2012 Analysis of Facebook Pages - Rankings II. GermanyUniversities with less than 5000 students:Name of the University Find-Rate User Interaction Photos Videos Programs Admissions Testimonials University Town Housing Social Media House Score Life Score Final ResultEBC Hochschule 3 2 3 3 3 2 1 1 1 2 648 124 80352Karlshochschule International University 5 3 5 5 1 1 1 1 1 1 375 125 46875Deutsche Sporthochschule Köln 5 3 3 1 3 2 1 1 1 1 270 139 37530Deutsche Universität für Weiterbildung 5 2 3 5 3 1 1 1 1 1 450 77 34650Mediadesign Hochschule für Design und 5 1 5 5 1 1 1 1 1 1 250 111 27750InformatikHochschule Bochum 3 3 1 1 5 2 1 1 1 1 90 216 19440 6 of 21 rateableUniversities with 5000 to 25000 students:Name of the University Find-Rate User Interaction Photos Videos Programs Admissions Testimonials University Town Housing Social Media House Score Life Score Final ResultUniversität Potsdam 5 3 5 3 5 3 1 1 1 2 6750 149 1005750Universität Bremen 3 2 5 5 1 1 5 1 1 1 750 262 196500Universität Bielefeld 5 2 3 1 3 2 1 3 1 1 540 304 164160Universität Erfurt 5 1 5 3 1 3 1 1 1 2 450 284 127800TU Bergakademie Freiberg 5 2 5 5 1 1 1 1 1 1 405 152 61560Hochschule Ruhr West 5 3 5 5 3 1 1 1 1 1 1125 49 55125Carl von Ossietzky Universität Oldenburg 5 2 3 3 3 1 1 1 1 2 540 97 52380Universität Hohenheim 5 1 3 5 5 2 1 1 1 1 750 65 48750Universität Mannheim 5 1 3 5 3 1 1 1 1 2 450 91 40950TU Braunschweig 5 2 5 5 1 1 1 1 1 1 250 97 24250
  • 13. EDU-CON Social Media Seminar 2012 Analysis of Facebook Pages - RankingsName of the University Find-Rate User Interaction Photos Videos Programs Admissions Testimonials University Town Housing Social Media House Score Life Score Final ResultUniversität Stuttgart 5 3 5 5 1 1 1 1 1 1 375 97 36375TU Ilmenau 5 2 3 1 3 2 1 1 1 2 360 85 30600Otto-von-Guericke Universität Magdeburg 5 1 5 3 1 1 1 1 1 1 75 261 19575Universität Paderborn 5 3 3 5 1 1 1 1 1 1 225 87 19575Fachhochschule Münster 1 2 5 3 3 1 1 1 1 2 180 89 16020Otto-Friedrich-Universität Bamberg 5 2 3 1 3 2 1 1 1 1 180 78 14040Hochschule Ostwestfalen-Lippe 5 3 5 3 1 1 1 1 1 1 225 53 11925Universität Trier 5 2 3 1 3 1 1 2 1 1 180 52 9360Fachhochschule Bielefeld 3 2 3 3 1 1 1 1 1 1 54 152 8208Universität Konstanz 5 2 3 1 1 1 1 1 1 2 60 97 5820Leuphana Universität Lüneburg 5 2 3 1 3 1 1 3 2 1 540 10 5400Universität Siegen 5 2 3 3 1 1 1 1 1 1 90 57 5130Fachhochschule Köln 5 1 3 3 3 1 1 1 1 1 135 35 4725Universität Augsburg 5 1 3 1 1 1 1 1 1 1 15 268 4020Universität Bayreuth 5 1 3 1 1 1 1 1 1 1 15 169 2535Universität Rostock 5 1 3 1 1 1 1 1 1 1 15 38 570Fachhochschule Dortmund 5 1 5 5 1 1 1 1 1 1 125 4 500Fachhochschule Düsseldorf 3 1 3 1 1 1 1 1 1 1 9 47 423Heinrich-Heine-Universität Düsseldorf 1 2 3 1 1 1 1 1 1 1 6 70 420Leibniz Universität Hannover 5 2 3 1 1 1 1 1 1 1 30 12 360Universität Regensburg 3 1 1 1 1 1 1 1 1 1 3 56 168Europa-Universität Viadrina 5 1 3 1 1 1 1 1 1 1 15 10 150TU Hamburg-Harburg 3 2 1 1 1 1 1 1 1 1 6 22 132Fachhochschule Südwestfalen 5 1 3 1 1 1 1 1 1 1 15 4 60 34 of 55 rateable
  • 14. EDU-CON Social Media Seminar 2012 Analysis of Facebook Pages - RankingsUniversities with more than 25000 students:Name of the University Find-Rate User Interaction Photos Videos Programs Admissions Testimonials University Town Housing Social Media House Score Life Score Final ResultUniversität Bonn 5 2 5 5 3 2 1 3 1 1 4500 230 1035000Universität Leipzig 5 1 5 5 3 2 1 2 1 2 3000 163 489000RWTH Aachen 5 2 3 3 5 3 1 3 1 1 4050 74 299700Humboldt Universität zu Berlin 5 3 3 3 3 2 1 1 1 2 1620 182 294840Universität Duisburg-Essen 5 3 5 1 3 2 3 2 1 1 2700 52 140400Universität Hamburg 5 2 3 1 3 2 1 1 2 1 360 377 135720Ruhr Universität Bochum 5 2 5 1 3 2 1 2 1 1 600 209 125400Goethe Universität Frankfurt 5 2 3 5 1 1 1 1 1 2 300 377 113100Universität zu Köln 5 2 5 5 3 2 1 1 1 2 3000 34 102000TU München 5 2 5 5 1 1 1 1 1 2 500 86 43000Fernuni Hagen 5 3 3 1 1 1 1 1 1 1 45 162 7290Johannes Gutenberg-Universität Mainz 5 2 5 5 1 1 1 1 1 1 250 20 5000Universität München 5 1 3 5 1 1 1 1 1 1 75 64 4800Universität Würzburg 3 1 3 1 1 1 1 1 1 2 18 144 2592Universität Erlangen-Nürnberg 5 2 5 1 1 1 1 1 1 1 50 37 1850TU Darmstadt 3 2 1 1 1 1 1 1 1 1 6 56 336Westfälische Wilhelms-Universität 1 1 3 3 1 1 1 1 1 1 9 28 252MünsterTU Berlin 1 1 1 1 1 1 1 1 1 1 1 69 69 18 of 22 rateable
  • 15. EDU-CON Social Media Seminar 2012 Analysis of Facebook Pages - Rankings III. Great BritainUniversities with less than 5000 students:Name of the University Find-Rate User Interaction Photos Videos Programs Admissions Testimonials University Town Housing Social Media House Score Life Score Final ResultRegent‘s College London 5 3 3 5 3 2 1 1 2 2 5400 2 10800Askham Bryan College 5 3 3 1 3 1 1 1 1 1 135 9 1215Cranfield University 5 2 3 1 1 1 1 1 1 1 30 9 270Leeds College of Art 5 1 1 5 3 1 1 1 1 1 75 3 225University of Buckingham 5 1 3 1 1 1 1 1 1 1 15 8 120City College Norwich 5 2 3 1 1 1 1 1 1 2 60 1 60St. George‘s University of London 3 1 3 1 1 1 1 1 1 1 9 2 18Barking and Dagenham College 3 1 5 1 1 1 1 1 1 1 15 1 15Cardiff Business School 5 1 1 1 1 1 1 1 1 1 5 3 15 9 of 11 rateableUniversities with 5000 to 25000 students:Name of the University Find-Rate User Interaction Photos Videos Programs Admissions Testimonials University Town Housing Social Media House Score Life Score Final ResultOxford Brookes University 5 3 3 5 5 3 3 2 2 2 81000 1 81000University of Sussex 5 3 5 3 3 1 5 3 1 2 20250 3 60750University of Glamorgan 5 3 3 3 1 1 1 1 1 1 135 81 10935University of Gloucestershire 5 2 5 5 3 1 5 1 1 2 7500 1 7500Roehampton University 5 3 3 3 3 2 3 1 1 2 4860 1 4860Loughborough University 1 2 3 3 3 1 5 1 1 2 540 8 4320University of Leicester 5 2 5 3 3 1 3 3 1 1 4050 1 4050Edinburgh Napier University 5 2 3 5 1 1 5 1 1 2 1500 1 1500
  • 16. EDU-CON Social Media Seminar 2012 Analysis of Facebook Pages - RankingsName of the University Find-Rate User Interaction Photos Videos Programs Admissions Testimonials University Town Housing Social Media House Score Life Score Final ResultLondon South Bank University 5 2 3 5 1 1 5 1 1 2 1500 1 1500Bangor University 5 2 3 5 1 1 5 1 1 2 1500 1 1500University of Warwick 5 1 5 5 1 1 5 1 1 2 1250 1 1250Royal Holloway University 5 2 3 1 3 1 5 1 1 2 900 1 900University of Derby 5 3 5 1 5 1 1 1 1 2 750 1 750University of Hull 5 3 3 3 1 1 1 1 1 2 270 2 540Staffordshire University 5 3 5 3 1 1 1 1 1 2 450 1 450Southampton Solent University 5 3 5 3 1 1 1 1 1 2 450 1 450Glasgow Caledonian University 5 2 3 3 1 1 1 1 1 2 180 2 360Aston University 3 1 3 1 1 1 1 1 1 1 9 36 324Anglia Ruskin University 1 2 5 3 1 1 5 1 1 2 300 1 300University of Aberdeen 3 2 5 3 1 1 1 1 1 1 90 3 270City College Brighton and Hove 5 1 3 3 3 1 1 1 1 2 270 1 270University of Reading 1 1 5 1 3 1 1 1 1 2 30 8 240University of Westminster 5 1 3 5 1 1 1 3 1 1 225 1 225University of Greenwich 5 3 1 1 1 1 1 1 1 1 15 13 195Nottingham Trent University 5 1 5 3 1 1 1 1 1 2 150 1 150Bournemouth University 1 1 1 1 3 2 3 1 2 2 72 2 144Canterbury Christ Church University 5 2 3 3 1 1 1 1 1 1 90 1 90University of Cambridge 5 1 3 3 1 1 1 1 1 2 90 1 90University of Dundee 5 3 5 1 1 1 1 1 1 1 75 1 75Goldsmiths, University of London 5 1 1 1 1 1 5 3 1 2 72 1 72City College Norwich 5 2 3 1 1 1 1 1 1 2 60 1 60Newcastle University 1 2 3 1 1 1 1 1 1 2 12 5 60De Montfort University Leicester 5 2 3 1 1 1 1 1 1 2 60 1 60University of Bolton 5 1 5 1 1 1 1 1 1 2 50 1 50University of Bradford 5 3 3 1 1 1 1 1 1 1 45 1 45University of Bedfordshire 5 3 3 1 1 1 1 1 1 1 45 1 45
  • 17. EDU-CON Social Media Seminar 2012 Analysis of Facebook Pages - RankingsName of the University Find-Rate User Interaction Photos Videos Programs Admissions Testimonials University Town Housing Social Media House Score Life Score Final ResultKeele University 5 3 3 1 1 1 1 1 1 1 45 1 45University of York 5 1 3 3 1 1 1 1 1 1 45 1 45University of Bath 5 1 3 3 1 1 1 1 1 1 45 1 45Middlesex University 5 1 5 1 1 1 1 1 1 1 25 1 25Cardiff Metropolitan University 5 1 3 1 1 1 1 1 1 1 15 1 15Imperial College London 5 3 1 1 1 1 1 1 1 1 15 1 15University of Huddersfield 3 1 3 1 1 1 1 1 1 1 9 1 9Oxford University 1 1 1 3 1 1 1 1 1 2 6 1 6Swansea Metropolitan University 5 1 1 1 1 1 1 1 1 1 5 1 5University College London 3 1 1 1 1 1 1 1 1 3 1 3 46 of 68 rateableUniversities with more than 25000 students:Name of the University Find-Rate User Interaction Photos Videos Programs Admissions Testimonials University Town Housing Social Media House Score Life Score Final ResultSheffield Hallam University 5 2 3 3 1 1 5 3 1 2 2700 1 2700University of Birmingham 3 1 5 5 3 1 1 1 1 2 450 4 1800University of Sheffield 5 3 3 3 1 1 1 3 1 2 810 2 1620Cardiff University 3 1 5 3 3 1 1 1 1 2 270 3 810University of Central Lancashire 5 3 3 1 3 1 3 1 1 2 810 1 810University of Nottingham 5 3 5 3 1 1 1 1 1 1 225 2 450Edge Hill University 5 3 3 1 3 1 1 1 1 2 270 1 270University of Leeds 1 2 5 3 1 1 1 1 1 2 60 4 240University of Edinburgh 5 2 1 3 1 1 1 1 1 2 60 1 60 9 of 14 rateable
  • 18. E ConclusionFrom the rankings can be deduced that a lot of educational institutes do not use Facebook as a marketing tool to present themselves to prospectivestudents. Especially information on degree programs and admission requirements is lacking. In addition, testimonials are rarely ever found.Most universities seem to provide a Facebook page as a service for current students, not for student recruitment.The quality of photos and videos is surprisingly bad. Especially videos are oftentimes just not available. Photos have a very low resolution and usually donot show things prospective students actually want to see.The Life in the House Scores are generally pretty low which means that the universities should boost user interaction in the form of likes, comments andshares on their own posts. It can be suspected that most of the posts are just not interesting enough.Universities can deduce guidance from their individual score in the ranking.All in all, there is still a lot of room to make Facebook presences more attractive to prospective students and therefore for Facebook Marketing.