International Educator - September/October 2016 - S3

ocial

Social media is a key
component in international
student recruitment.

J

U S T A S U N I V E R S I T I E S I N C R E A S I N G LY U S E

social media tools to both recruit and evaluate applicants,

prospective students also use social media to evaluate and
select institutions. It is no longer a question of if higher
education institutions should have a social media presence but
rather what that presence should look like. In the last decade,
social media has become an integral part of the marketing
mix and is seen by many recruiters as an essential element of
their outreach strategies, best used in combination with more
traditional forms of marketing such as e-mail, print collateral,
and in-person recruiting activities. Experts argue that students
look to social media platforms for relevant, personalized content
that engages them with their prospective universities.

From New Kid on the Block to
Full Member of the Marketing Mix
Social media stalwarts such as Facebook, Twitter, and YouTube
have been joined by newer channels such as Instagram, Snapchat, and Whatsapp in recent years. "Social media is a loose term
that refers to the many platforms that students choose to access
content and engage with educators," says Anthony Lee, digital
marketing director of the U K-based Study Group.
Jessica Winters, team lead of student recruitment at Utrecht
University in the Netherlands, says that the use of social media
in international higher education recruitment has professionalized in the last decade. "In many cases institutions have hired
experienced social media managers. Social media is no longer
the new kid on the block but a full member of the marketing mix,
next to fairs, brochures, website, online tools, etc. Whether we
should advertise on social media is no longer a question we ask
ourselves, but something we just do, because it works, if done
right," she says.
Nannette Ripmeester, director of consulting firm Expertise
in Labour Mobility, based in the Netherlands, concurs that a
social media presence is no longer optional: "The days are gone
that social media was a nice to have addition to your marketing
campaign. As a university you need to be where your prospective
students are. And they are on social media."
Julio Ronchetti, president of FFP EDU Media, sees it as vital
for universities to be active on social media: "With so many options today for students to choose from to study, it is vital to be
present in the virtual world. Now, more and more information
and opinions are shared. The trend is to favor the honest and the
best as it is the most creative."
S E P T + O C T.16

INTERNATIONAL EDUCATOR

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Table of Contents for the Digital Edition of International Educator - September/October 2016

Frontlines
In Brief
Insights
Collaborating with Africa
Rice University Finds a Natural Partner in Brazil
Virginia Commonwealth University Students Live and Learn Engagement
At Wake Forest University, Intercultural Skills Start with Faculty
Foreign Student Affairs
In Focus
Going Social
Advice from the Field
Using Social Media to Recruit Chinese Students
International Educator - September/October 2016 - Cover1
International Educator - September/October 2016 - Cover2
International Educator - September/October 2016 - 1
International Educator - September/October 2016 - 2
International Educator - September/October 2016 - 3
International Educator - September/October 2016 - Frontlines
International Educator - September/October 2016 - 5
International Educator - September/October 2016 - 6
International Educator - September/October 2016 - 7
International Educator - September/October 2016 - In Brief
International Educator - September/October 2016 - 9
International Educator - September/October 2016 - 10
International Educator - September/October 2016 - 11
International Educator - September/October 2016 - 12
International Educator - September/October 2016 - 13
International Educator - September/October 2016 - 14
International Educator - September/October 2016 - 15
International Educator - September/October 2016 - Insights
International Educator - September/October 2016 - 17
International Educator - September/October 2016 - Collaborating with Africa
International Educator - September/October 2016 - 19
International Educator - September/October 2016 - 20
International Educator - September/October 2016 - 21
International Educator - September/October 2016 - 22
International Educator - September/October 2016 - 23
International Educator - September/October 2016 - 24
International Educator - September/October 2016 - 25
International Educator - September/October 2016 - 26
International Educator - September/October 2016 - 27
International Educator - September/October 2016 - 28
International Educator - September/October 2016 - 29
International Educator - September/October 2016 - 30
International Educator - September/October 2016 - 31
International Educator - September/October 2016 - Rice University Finds a Natural Partner in Brazil
International Educator - September/October 2016 - 33
International Educator - September/October 2016 - 34
International Educator - September/October 2016 - 35
International Educator - September/October 2016 - Virginia Commonwealth University Students Live and Learn Engagement
International Educator - September/October 2016 - 37
International Educator - September/October 2016 - 38
International Educator - September/October 2016 - 39
International Educator - September/October 2016 - At Wake Forest University, Intercultural Skills Start with Faculty
International Educator - September/October 2016 - 41
International Educator - September/October 2016 - 42
International Educator - September/October 2016 - 43
International Educator - September/October 2016 - Foreign Student Affairs
International Educator - September/October 2016 - 45
International Educator - September/October 2016 - In Focus
International Educator - September/October 2016 - 47
International Educator - September/October 2016 - 48
International Educator - September/October 2016 - Cover3
International Educator - September/October 2016 - Cover4
International Educator - September/October 2016 - SCover1
International Educator - September/October 2016 - SCover2
International Educator - September/October 2016 - S1
International Educator - September/October 2016 - Going Social
International Educator - September/October 2016 - S3
International Educator - September/October 2016 - S4
International Educator - September/October 2016 - S5
International Educator - September/October 2016 - Advice from the Field
International Educator - September/October 2016 - S7
International Educator - September/October 2016 - Using Social Media to Recruit Chinese Students
International Educator - September/October 2016 - S9
International Educator - September/October 2016 - S10
International Educator - September/October 2016 - S11
International Educator - September/October 2016 - S12
International Educator - September/October 2016 - SCover3
International Educator - September/October 2016 - SCover4
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