International Educator - September/October 2016 - S4

Lee argues that social media requires expertise and
investment: "There is no such thing as a free lunch-social media requires investment both in terms of specialty
resources to manage and maintain the presence."
He adds that social media strategies should be built on
careful analysis of data rather than "on a hunch." "Look at
the markets you are trying to reach and evaluate the right
channel mix for your intended audience. Identify what
are the most pertinent messages for that audience and
be prepared to invest in some media spend, and evolve
and learn."
"Social media has changed the way we market. It hasn't
changed the fact we have a budget and targets to meet,"
Lee adds.
Benjamin Waxman, chief executive officer of Intead,
says that a successful global marketing effort cannot be
accomplished with a $10,000-15,000 budget, a price point
many institutions can afford. "In our experience, a successful global marketing effort cannot be accomplished
with that small a budget. This work takes persistence
over time. It takes smart, incremental investments that
are tracked and evaluated every step of the way. As successful campaigns are launched, put a larger share of your
marketing budget into them. Where results are not present, divert those funds to other options," he advises.

Strong Content, Student Engagement,
and Personalized Messaging
At the heart of using social media is an attempt to connect and interact directly with prospective students.
"Providing the opportunity to connect and converse with
staff, faculty, and other students can underpin a student's
positive experience with an institution. Engagement is
key-being as human as possible will make international
students feel like it is a real possibility to study at your
institution," says Jemma Davies, international education
marketing manager at UK-based recruitment communications agency SMRS Ltd.
Authenticity is also an important aspect of social media marketing. Lee adds that "it's more important than
ever to be telling authentic stories and giving prospective
students access to compelling informative content."
One of the ways that many universities are currently
packaging content is through the use of photos and video,
which according to Mandy Reinig, director of study away
at Virginia Wesleyan College and founder of social media
consultancy firm Mandy's Mashups, are more effective
than text-heavy posts. "(Students respond really well) to
anything that showcases where they would live, what they
would do, etc., so doing some behind-the-scenes type
things or a day in the life profile is great," she says.

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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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