Like many prospective students, I turned to social media to learn more about my top-choice universities. I expected fresh insights, engaging content, and creative storytelling to give me a real feel for campus life. Instead, I was disappointed. Some universities copied and pasted the same content across platforms, others recycled identical posts repeatedly, and a few weren’t even on the social media channels I use most.
It felt like social media was just a checkbox for these universities—something they had to do rather than a genuine effort to engage students like me. But when done right, social media can be so much more. It can expand a university’s brand, drive targeted traffic to its digital spaces, and truly connect with future students. So, what can universities do to make their social media strategy a real asset in recruitment?
Social media is a powerful tool for universities to expand their reach beyond their website, driving traffic and attracting prospective students when used effectively. It offers highly targeted advertising opportunities for specific programs, helping institutions connect with the right audience. However, to truly engage future students and maximize impact, universities must implement a strategic and platform-specific approach.
Not every social media platform serves the same purpose or audience. A one-size-fits-all approach simply doesn’t work. While content scheduling tools like Hootsuite and Buffer make it easy to distribute posts, they can also lead to a disconnect between content and audience expectations.
Universities must be where prospective students are—not just where it’s easiest to post.
Beyond choosing the right platforms, universities need to adapt their messaging to fit each channel’s unique content style. The same story shouldn’t look identical on Instagram, LinkedIn, and YouTube—it should be tailored to match user behavior and expectations.
The goal is to maintain fresh, engaging content without mindlessly recycling the same posts.
It’s tempting to jump on every trending social platform, but universities must be strategic. While new platforms like TikTok offer high engagement potential, they require unique content styles that don’t always fit within automated scheduling tools. Instead of resisting change, universities should evaluate whether a platform aligns with their target audience and, if so, allocate resources to manage it effectively.
Social media may not require an upfront financial investment, but it does demand time, creativity, and strategy. A poorly managed presence can do more harm than good. Universities must balance effort with expected impact—prioritizing platforms and content types that resonate most with prospective students.
Social media isn’t just a promotional tool; it’s a way to connect, engage, and build relationships with future students. By refining their approach, universities can turn casual scrollers into committed applicants.
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About this blog:
EDU—short for Eduardo—is not just any student; he’s your lead, candidate, student, and alumni. He’s here to help you see things from his perspective—what excites him, what concerns him, and what truly matters in his journey.
On this blog, EDU asks the questions every prospective student is thinking about. Do you have the answers? If not, don’t worry—we’re here to find them together!
So, dive into EDU’s stories, gain fresh insights, and explore what truly resonates with students today. Want to stay updated? Subscribe now and get the latest stories delivered straight to your inbox!