What are the benefits and dangers that universities face by including social media in their marketing...

Question

Question

What are the benefits and dangers that universities face by including social media in their marketing campaigns?

Answer 1

Answer #1

Here are the benefits of using social media for the marketing campaign by Universities:

It is cost effective - Most of the social media platforms like Facebook, Instagram and Twitter have free access and ads are cheaper. You can boost and target a particular segment. Also for universities, most of the target audience is active on such platforms.
It allows inbound traffic and customisation. It helps to reach an audience which is far and inaccessible. It helps to avoid physical interaction in far areas.
The social media in a marketing campaign for universities also allow addressing queries, feedback, better servicing etc. It helps universities to do market research and build connect with prospects.
It helps to collect prospect and student data: The social media with its various analytics allows access to information in a legal manner. It helps you to personalise content according to the audience.
It also helps to increase university loyalty and credibility: The quality of campaign can attract the right talent and increase awareness of the university offerings. It creates promoters and loyal students who help in overall marketing.

Here are the dangers of using social media for the marketing campaign by Universities:

It is a time-consuming process requiring a lot of research. The universities once they begin social media marketing need to have a long-term commitment.
The universities need to plan quality content otherwise it will be difficult to differentiate messaging from the competition.
Universities using social media have a high risk of miscommunication. The students who are unhappy can promote on social media which can cause a lot of harm to the current campaign.
Having negative feedback or complaints on social media handles can impact the brand and credibility of the university in a long run.

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Answer 2

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