ROLE OF SOCIAL MEDIA IN EDUCATIONAL SECTOR

With the advent of changes in the Macro level environments ( introduction of new players in the arena ) , Microeconomic factors and Buyer trend, profile and behavior in the domain a lot of changes have come in the education marketing.

Most of what we see practiced in education marketing across colleges, institutions and Universities, are manifestations of the old practices used which are not up to the mark of the current arena of marketing models which should implement brilliant programs or campaigns.

Due to the existing traditional marketing campaigns limitations, Institutions/Universities are worried that there is a fundamental shift in the buyer profiles (in this case the applicant’s consumption behaviour and perceptions) that cannot be addresses through short -term media or traditional marketing plans .

The diagram shows a model which is summation of media sources being daily consumed by a student. The overall decision making process which was merely defined by –

a. Traditional Marketing Programs ( TV , Radio , Brochure , Mail, MBA fairs , Tele- Calling and other BTL activities ) b. Decision influencers ( Parents, Friends & Family )

Decision Makers: Parents

This decision making process evolved to – a. New Marketing Programs ( Traditional + Email Marketing + Special

Events and other BTL activities ) b. Decision Influencers ( Parents, Friends & Family )c. Web 2.0 Platform Reviews( Youtube, Facebook, Twitter, Blogs, Student

Community Forums and listings)

Decision Influencers: Students, Friends ( Offline & Online ) Decision Makers: Student & Parents

The ideal ways for education programs to improvise their overall marketing model comprise of

Discovery Networking Conversations Conversions

Students

The students’ discovery of

the respective programs.

The students network with current year

students, Alumni, Faculty & others.

The students need to get counseled and assured

about choice of programs in the existing arena and

respective ROI related discussions.

Final decision related admissions based on the existing pool of

options.

Institutions

Present at large pools of

students’ Communities.

( Offline & Online )

The Institutions stake holders network with

several students are in touch with

the prospects.

( Offline & Online )

Indulge into several reputation management based activities leading

and credibility for goodwill creation.

( Offline & Online )

Recruitment of the best applicant among

the available pool.

The overall arena which was defined by the tradition media moved to the engaging media with sophisticated stakeholder which can influence the decision making process more sophisticated which has pushed the intuitions to change their recruitment strategies in the existing arena.

Interestingly, the Multi- Channel approach creates brilliant reputation management exercises leading to drive recruitments for the institutions.