How Students Use Social Media to Choose Their Universities

The last few years have disrupted traditional university recruitment activities, pushing the higher education community to rely heavily on digital channels, with organic social media emerging as a crucial source of information for students choosing a university. This article delves into the top insights on how students utilise digital platforms to guide their university decisions.

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??Using Forums as a Key Social Platform

In Australia we are seeing this conversation happen across platforms, in comment sections and in non-university owned private groups. To a lesser extent, we are seeing this conversation on Reddit. This revelation emphasises the need for universities to tap into these non-traditional channels to engage prospective students effectively. By understanding where students gather to discuss their application journeys, institutions can tailor content and activities that resonate with their audience.

Macquarie University monitors active groups, across Reddit, Inc. , Discord and Meta to keep ahead of issues and report internally as required. Overtime, recurring issues will become apparent and this gives you the opportunity to address these through new organic content which you can then share during peak recruitment times.

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??Seeking Advice and Information from Current Students

Public forums showcase students seeking advice on selecting the right school based on their unique circumstances. Data from Unibuddy reveals that prospective students rely on private conversations with university ambassadors to gain first-hand experiences of university life. In the field, we actually see this extending to online creators and influencers (not employed by the university).

These interactions highlight the importance of universities addressing key topics such as class structure, program insights, international student experiences, campus life, and finances to inform students' decisions.

Throughout the year, our DMs are full of requests to be connected with current students so they can hear their perspectives. I’ve found our student groups are a great untapped resource to help potential students see themselves at 澳大利亚麦考瑞大学 .

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??Venting Stress during the Application Process

Prospective students often experience heightened stress during the application process. Factors like the COVID-19 pandemic, altered student experiences, limited resources, and financial pressures contribute to increased anxiety. Analysing conversations reveals that students worry about their entrance scores, making friends, and navigating their social lives.

Understanding these concerns allows universities to offer support and alleviate students' apprehensions.

The opportunity here is to focus on what you can control, and focus as much on streamlining the application process as possible - understanding the blocks and what the solution is. My team have created a series of FAQ auto replies to use in our DMs to help guide students past common obstacles, and find the information they are looking for.

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??Expressing Needs and Wishes from Universities

Different platforms showcase varying student wishlists. Private forums focus on information about scholarships, study abroad opportunities, and specific department insights. On the other hand, public forums highlight students expressing wishes for more guidance and resources during the application process. Universities can address these desires by proactively providing relevant information and support to prospective students.

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??Engaging with Universities in Key Months

While discussions about university applications are evenly spread throughout the year, Unibuddy data reveals a significant spike in conversations during April and October. These months indicate when students intensify their focus on specific Universities. Understanding this pattern enables recruiters to target their efforts strategically, capturing students' attention during the crucial decision-making phases.

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Social media has become a dominant force in students' university selection journeys, supplanting traditional recruitment activities. By embracing this new landscape, universities can harness the power of data and tailor their strategies to meet the needs of prospective students. Adapting to the changing dynamics of university decision-making will ensure that institutions effectively connect with and attract the right students.

??Hi, I'm Ben, the Social Media Manager at Macquarie University. I'm passionate about helping university staff leverage social media for impact. If you'd like to connect and learn more about these strategies, feel free to send me a connection request. And remember, likes make the world go round, so if you found value in the above article, why not like, comment or share it so your network can see it too.