What does Facebook's shrinking teen usage mean for your school

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What does Facebook's shrinking teen usage mean for your school

  1. 1. What Does Facebook’s Shrinking Teen Usage Mean For Your School? What Does Facebook’s Shrinking Teen Usage Mean For Your School? Slide 1
  2. 2. What Does Facebook’s Shrinking Teen Usage Mean For Your School? Overview 1) 2) 3) 4) 5) Teen Facebook Use Down The Gentrification of Facebook Image Scanning an Increasing Trend Not Quite Dead and Buried Conclusions Source: Higher Education Marketing – What Does Facebook’s Shrinking Teen Useage Mean For Your School? Slide 2
  3. 3. What Does Facebook’s Shrinking Teen Usage Mean For Your School? 1. Teen Facebook Use Down   With over 1.2 billion total users, Facebook remains the world's dominant social network. However, it is seeing a decrease in daily users, specifically among teens.  This is of concern for college and university admissions teams looking to reach high school students with Facebook campaigns.   Teens are becoming less likely to post status updates or photos now that they know that their parents are using it. Parent-teacher warnings about the repercussions of negative Facebook comments are persuading some young teens to deactivate their accounts. Source: Higher Education Marketing – What Does Facebook’s Shrinking Teen Useage Mean For Your School? Slide 3
  4. 4. What Does Facebook’s Shrinking Teen Usage Mean For Your School? 2. The Gentification of Facebook     Gentrification is the process through which deteriorating neighbourhoods are upgraded and adopted by wealthier people. This results in the gradual displacement of artists and poorer residents that gave the area its original appeal. Founder Mark Zuckerberg may protest that Facebook was never cool in the first place but that doesn't mean that he isn't making every effort to appeal to teens. Teens are trendsetters, an important measurement for brands, particularly in the realm of social media. Source: Higher Education Marketing – What Does Facebook’s Shrinking Teen Useage Mean For Your School? Slide 4
  5. 5. What Does Facebook’s Shrinking Teen Usage Mean For Your School? 3. Image Scanning an Increasing Trend   When teens do use Facebook these days it is increasingly to scan the images of newsfeeds. A major trend of 2013 was the rise of image-sharing applications.  A study from Socialbakers found that photos make up 93 percent of the most engaging posts on Facebook.  Colleges and universities should take advantage of the recent change allowing users to embed photos into their comments on posts.  This encourages the possibility of viral sharing.  However, ensure that posted content doesn't compromise the professional integrity of your institution Source: Higher Education Marketing – What Does Facebook’s Shrinking Teen Useage Mean For Your School? Slide 5
  6. 6. What Does Facebook’s Shrinking Teen Usage Mean For Your School? 4. Not Quite Dead and Buried  A quotation from anthropologist Daniel Miller alleges that Facebook is "basically dead and buried" among 16- to 18year-olds in the UK.  The reality is not that simple, however.  Reports suggest that many teens manipulate their likes, posts and comments to make themselves look more popular.  Even those not currently interacting on a daily basis tend to maintain their accounts.  Its intergenerational popularity across a diverse range of users and purposes should continue to make it an online account almost as common as personal email for the foreseeable future. Source: Higher Education Marketing – What Does Facebook’s Shrinking Teen Useage Mean For Your School? Slide 6
  7. 7. What Does Facebook’s Shrinking Teen Usage Mean For Your School? 5. Conclusions     The jury is still out on how effective Facebook is for higher education marketing. A recent study from Stone Temple Consulting suggests Facebook lacks the SEO benefits for schools possessed by Google+. The increasing monetization of Facebook means opportunities for marketers but the return on investment for colleges and universities is still speculative. Don't rely Facebook exclusively, but by all means continue to use it and other social media for promotion. Source: Higher Education Marketing – What Does Facebook’s Shrinking Teen Useage Mean For Your School? Slide 7
  8. 8. What Does Facebook’s Shrinking Teen Usage Mean For Your School? Questions? 1.514.312.3968 info@higher-education-marketing.com FOLLOW US ON FACEBOOK FOLLOW US ON LINKEDIN FOLLOW US ON TWITTER FOLLOW US ON PINTEREST FOLLOW US ON GOOGLE+ Visit our Website: Higher Education Marketing Slide 8

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