Clickbait, culturejacking and curated content: Your keys to killing it on social media

Jenna Bradwell

Journal of Education Advancement & Marketing, 2016, vol. 1, issue 3, 214-226

Abstract: The ever-growing influence of social media presents some exciting opportunities for universities to market to, promote and engage with prospective and current students as well as the wider public. Universities face a number of challenges in the development of effective social media strategies such as lack of resources, conservative brand values and lack of knowledge of social media platforms and their use as marketing tools. Investing time in developing quality, bespoke content will transform our channels and lead to greater cut-through and engagement, greater brand awareness, the development of a strong alumni community and positive connections to potential donors, media outlets and the corporate sector. Understanding our audiences, utilising the talents of our students, looking for opportunities to ‘culturejack’ (leveraging off the popularity of timely news or cultural events) and having a bit of fun along the way are just some of the keys to crafting a dynamic content strategy that will help create a sense of belonging for our campus community, expand our relationships with alumni, potential donors and student employers and promote our university to the world.

Keywords: social media; marketing; student engagement; digital media; social strategy; crowd sourcing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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