Digital marketing has revolutionized the way we communicate, especially in attracting students on social networks.
They offer support for the development of a series of actions that aim to attract, engage and convert students. But they are also strategic when it comes to retaining students.
The truth is that both audiences can be considered in your social media marketing strategy. But to do this, you must know them and understand the dynamics of each network.
What you will see in the post:
Know how to retain students on social networks and how to use these platforms to attract new enrollments!
Using social media in your Marketing strategy
The first step to loyalty students on social networks (or gaining new enrollments) is understanding the role of each platform.
It is not enough to think of just one strategy for all networks, as each of them has its own specificities.
Understand two of them:
The largest social network in Brazil has popularity as its main characteristic. It is difficult to find someone who accesses the internet but is not a user of the network. This way, it’s easy to find your audience there, whoever they are.
Another feature of Facebook is its ability to give trust to a brand. A brand that has a business page on Facebook interacts with its followers and is more likely to capture students on social media than those that do not invest in this strategy.
Furthermore, it is essential to understand that each social network has distinct characteristics that can be exploited for different purposes. For example, LinkedIn has proven to be effective in attracting students to graduate courses and MBAs, due to its professional focus. TikTok, on the other hand, has gained ground among younger audiences, being a powerful tool for increasing brand recognition among potential high school students.
Caption: Social Networks in Student Recruitment and Retention.
Instagram is the social network of engagement. It is more relaxed and visual, allowing greater interaction between brand and public. It is also ideal for displaying the institution's day-to-day activities.
To further strengthen loyalty, it is recommended to create exclusive online communities for students, such as closed groups on Facebook or channels on Telegram. These communities promote a sense of belonging and facilitate direct communication between the institution and students, allowing the dissemination of exclusive content, events and news.
Therefore, find out how to use each of the networks in your fundraising strategy and student retention:
How to capture students on social media
Attracting students on social networks involves winning over customers who may not know anything about your company, so it's important to invest in brand recognition and reputation.
Using Facebook for this purpose can be a good strategy, due to its greater reach and professional aspect provided by a page on the network.
Once you have defined your audience, use the network to generate the necessary authority for your brand and to maintain a relationship. Don't forget this last tip, since without relationships, no company will be successful on social media.
Effective social media monitoring also involves analyzing specific metrics, such as engagement rate, reach of posts, and student feedback. Data analytics tools can provide valuable insights into audience behavior, allowing you to adjust your content strategies to better meet student expectations and needs.
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How to retain students on social networks
The key to building student loyalty on social media, again, is the relationship. Use social media to listen to students, find out what they are saying about your educational institution and to interact with them.
In addition to building relationships, content personalization is an effective strategy for building student loyalty on social media. Using demographic and behavioral data to segment your audience allows you to create more relevant and targeted messages, increasing the likelihood of student engagement and satisfaction with your institution’s communications.
Fundamental at this moment is the activity of monitoring. It is essential to capture what students think of the institution, the problems they are having, but which the traditional SAC did not address.
If the intention is to interact with the student community, Instagram can be a great option. It allows for much stronger engagement than Facebook.
Of course, in practice, the company is one, so it is not possible to define objectives so coldly. Furthermore, each institution has its own reality, perhaps Instagram engagement is ideal for generating more enrollments at your educational institution.
Therefore, study your people and know how to identify the best paths for your strategy. This way, capturing students on social networks will be much easier!
Summary: Social media helps attract and retain students by enabling direct, personalized, and engaging communication. For attraction, focus on brand awareness using Facebook and strategic content. For retention, build relationships, monitor feedback, and personalize communication through platforms like Instagram and exclusive online communities.
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How to Use Social Media to Attract and Retain Students?
How can social media help attract students?
Social platforms expand your institution’s visibility and allow you to connect with prospective students—even those who don’t yet know your brand. Facebook, for example, helps build brand awareness and credibility.
Which social networks are best for student recruitment?
Facebook and Instagram are top choices, but LinkedIn and TikTok are also strategic. LinkedIn works well for postgraduate audiences, while TikTok is effective for connecting with younger students, like those in high school.
How can I retain students using social media?
Retention relies on ongoing interaction. Use social media to listen to your students, respond to messages, address feedback, and maintain an engaging presence that builds trust and loyalty.
Why is content personalization important on social media?
Tailored content increases relevance and engagement. Using demographic and behavioral data, your institution can create targeted messages that speak directly to each student group.
How can I monitor student perception on social platforms?
Active monitoring helps you understand how students feel about your institution. This can reveal issues that traditional support channels might miss and allows you to improve communication and service.
What’s the difference between using Facebook and Instagram?
Facebook offers broader reach and builds institutional credibility, making it ideal for recruitment. Instagram, with its visual and interactive nature, is better suited for student engagement and retention.
How do I integrate social media into my overall marketing strategy?
Understand the role of each platform and align your goals accordingly. Study your personas, then design specific content and campaigns for each channel to support both recruitment and retention.
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