Using Social Networks as a Catalyst for Change in Global Higher Education Marketing and Recruiting.

Kuzma, Joanne and Wright, Warren (2013) Using Social Networks as a Catalyst for Change in Global Higher Education Marketing and Recruiting. International Journal of Continuing Engineering Education and Life-Long Learning, 23 (1). pp. 53-66. ISSN Print: 1560-4624 Online: 1741-5055

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Abstract

Higher education institutes (HEIs) throughout the world are
recognising the potential of using social networking as an outreach method for their marketing and recruiting campaigns and can serve as a catalyst for strategic change within the education sector. This study researched 90 universities in Asia, Africa and Europe to their use of social networking for educational recruiting and marketing. Results showed that HEIs in certain geographic areas do use it, but results are inconsistent among the globe. The innovative functionality provided by social networking has challenged HEI officials who may be inexperienced at utilising the full potential of these sites to better serve the school and its stakeholders. However, it is important that HEIs integrate the use of social media into their marketing programmes in order to better reach their intended audiences and provide for a more successful education experience for students.

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