HOW SOCIAL MEDIA CHANGED EDUCATIONAL MARKETING
Keywords:
social media; educational marketing; higher education; digital marketing; student recruitment; university brandingAbstract
The rise of social media has fundamentally transformed educational marketing in higher education institutions worldwide. Traditional marketing methods such as brochures, television advertisements, and educational fairs have gradually been supplemented or replaced by digital communication strategies centered on social media platforms. Universities now use Facebook, Instagram, YouTube, LinkedIn, and TikTok to engage prospective students, strengthen institutional branding, and promote academic programs. This paper examines how social media has reshaped educational marketing practices in the digital era. Drawing on recent peer-reviewed literature, the study explores the role of social media in student recruitment, brand engagement, communication, and relationship building. The analysis indicates that social media platforms provide universities with cost-effective marketing opportunities, broader audience reach, and real-time interaction with prospective students. Furthermore, social media enhances institutional visibility and supports personalized communication strategies. However, challenges such as information overload, reputational risks, and the need for continuous content management remain significant concerns. The paper concludes that social media has become an essential component of educational marketing and that higher education institutions must develop strategic and ethical approaches to maximize its effectiveness in attracting and retaining students.
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