Posting effectively on Facebook: the art of listening

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Posting the 'right' content on Facebook to create engagement is a challenge many of us can relate to, and figuring out what works for your institution consists of three tasks: know your audience, know your tools, and listen.

Jessica Winters from the University of Groningen takes us through each step, and also includes a set of basic rules that apply to every social manager.

View the slides from her presentation and read the accompanying article ''Posting effectively on Facebook: the art of listening'' here: http://bit.ly/Xh9sSU.

For more industry news, market intelligence, research and commentary for international student recruitment please visit http://www.icefmonitor.com, subscribe for daily or weekly updates, and follow us on Twitter http://www.twitter.com/icefmonitor.

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Posting effectively on Facebook: the art of listening

  1. 1. Social media in international student recruitment Jessica Winters Coordinator Marketing @jlinkmarketing
  2. 2. University of Groningen • 400-year old Research University • Bachelor, Master, PhD • 28,000 students • 4,000 international students • Over 100 degree programmes in English
  3. 3. • University of Groningen – 24,000+ • • • Approx. 50 University of Groningen-related FB Pages Approx. 50 University of Groningen-related FB Groups @univgroningen – 13,000 followers • Approx. 30 University of Groningen - Twitter accounts
  4. 4. Why social media?
  5. 5. Main reason… • This is where our students are • • Connect, find and share information And it’s cheap… 5
  6. 6. students & social media • • • • internet is (almost) as important as air, water, food and shelter: 82% internet is more important than dating, going out, or listening to music: 40% mobile device is the most important technology in their lives: 66% use a newspaper to access information: 4% Cisco/Insight Express 2011
  7. 7. How can social media help us? • Recruitment • Advertising • Information flow – expectation management • Admission • Contact - Connecting
  8. 8. Recruitment • Advertising • Presentation • Outreach • Creating engagement • ‘Follow up’
  9. 9. 9/19/2013 |9
  10. 10. Online brochure
  11. 11. Information expectation management • Application, Housing & Living Costs • Outreach
  12. 12. 9/19/2013 | 14
  13. 13. 9/19/2013 | 15
  14. 14. 9/19/2013 | 17
  15. 15. Contact - Connect
  16. 16. 9/19/2013
  17. 17. 9/19/2013 | 24
  18. 18. How to be effective?
  19. 19. Know your audience Know the tools Listen…
  20. 20. Facebook Facts • • • • 1 billion+ users 70% of the internet population uses Facebook 405 minutes per month 48% of the 18-34 year olds check FB when waking up
  21. 21. Top 10 countries on Facebook • • • • • USA Brazil India Indonesia Mexico • • • • • Turkey UK Philippines France Germany SocialBakers 09-05-2013
  22. 22. • • • • • Fastest growing countries on Facebook Brazil India Vietnam Indonesia Japan • • • • • Taiwan South Korea Thailand Colombia Turkey SocialBakers 09-05-2013
  23. 23. SocialBakers 09-05-2013
  24. 24. SocialBakers 09-05-2013
  25. 25. SocialBakers 09-05-2013
  26. 26. Population: 1.34 billion - On social: approx. 700 million
  27. 27. facebook pages
  28. 28. Posting • • • • • 80 characters or less (80 – 130 characters) Visual Quality, not quantity Best days/times Mix fun with serious, but keep it informal
  29. 29. International student page
  30. 30. Types of posts
  31. 31. Best posts main Page • PRIDE • • • • • • Students University Local/regional College-humor Student-related Famous people
  32. 32. Best posts Prospective Page • Hype: Harlem Shake • Groningen city • Netherlands • Study abroad
  33. 33. WORST POSTS…
  34. 34. Thank you and goodbye on: Questions? j.t.k.winters@rug.nl @jlinkmarketing

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