Marketing Brisbane Universitythrough Facebook A proposal to the Brisbane University Management staff

Emily Telford n8907030

Proposal

Audience: Management staff of a universityAim: to provide recommendations for improving their marketing strategies using Facebook to appeal to undergraduate students

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Introduction

• Facebook as an effective marketing tool• A comparative study• Results• Recommendations

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Facebook as a marketing tool• A tool to connect with the target market

(Greenwood, 2012, p. 25)

• Appeal to their world-view

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Facebook as a Forum• A university’s Facebook page acts as an extension of the

campus• Projection of university culture

(Ridley, 2014)

Comparative Study

Three different universities:1. Duke University2. Oregon State University

Drake University

• Community building

• Engaging

• Enticing

(Drake University, 2014b)

Drake University on Facebook• Language is inspiring• Images convey

diverse pursuits: • Sporting• Cultural• Academic

• Reviews section• Timeline displays

recent events and activities of the university and it’s students

Oregon State University

“timely updates in the event of power

outages, snow days, crime or other

emergency situations”

(Oregon State University, 2014)

• A platform for discussion

• Promote their image

• Instantaneous communication

Oregon State University on Facebook

• Language is inspiring• Images convey

diverse pursuits: • Sporting• Cultural• Academic

(Oregon State University, 2014b)

Prevention strategies

1. Create a social media policy

2. Enforce and educate3. Dedicate a

department to monitor social media

“falls largely in the hands of the …

marketing department (for medium and large

firms)”

(Tan & Vasa, 2011)

Recommendations• Think of your Facebook site as an extension of your campus.• Respond to messages and questions quickly (create a

community feel).• Have different Facebook pages for different departments and

clubs etc. • Project image by demonstrating recent activities and events.• Write a social media policy• Enforce and educate staff• Dedicate one department to social media monitoring.

Conclusion• A comparative study of the Facebook pages of Drake

University and Oregon State University • How Facebook is used in marketing strategies• Potential risks • Recommendations

References• Drake University. (2014a). Drake University College and University: Reviews. [Facebook reviews page]. Retrieved

from https://www.facebook.com/DrakeUniversity/reviews • Drake University. (2014b). Drake University College and University: Timeline. [Facebook timeline]. Retrieved from

https://www.facebook.com/DrakeUniversity/timeline • Drake University. (2013). Social media directory. Retrieved from http://news.drake.edu/social-media-directory/ • Flynn, N. (2012). The social media handbook [EBL version]. Retrieved from

http://reader.eblib.com.au.ezp01.library.qut.edu.au/%28S%28xe11yj5axroak3ne43ody1mz%29%29/Reader.aspx?p=817869&o=96&u=EY6yZWrbRP3pvCXtEf5bsw%3d%3d&t=1402114091&h=CA42FC7DA2FB31226B5B1AC5B03561C54EA88700&s=13309032&ut=245&pg=245&r=img&c=-1&pat=n&cms=-1#

• Greenwood, G. (2012). Examining the presence of social media on university web sites. Journal of College Admission, 216, 24-28. Retrieved from http://search.proquest.com.ezp01.library.qut.edu.au/docview/1034109914

• Master OSM. (2012). Facebook. https://flic.kr/p/brRHTV (CC BY-NC-SA 2.0)• Oregon State University. (2014a). Oregon State University College and University: Photos. [Facebook Photos].

Retrieved from https://www.facebook.com/osubeavers/photos_stream • Oregon State University. (2014b). Oregon State University College and University: Timeline. [Facebook timeline].

Retrieved from https://www.facebook.com/osubeavers/timeline • Oregon State University. (2014b). Social media policy and guidelines. Retrieved from

http://oregonstate.edu/main/social-media-policy-and-guidelines • Pakoeningrat, M. facebook logo. https://flic.kr/p/4DmkbS (CC BY-SA 2.0)• Ridley, D. (2014). How today’s colleges and universities are using social media.

http://www.vtldesign.com/inbound-marketing/social-media/how-todays-colleges-and-universities-are-using-social-media/

• Tan, F. T. C. & Vasa, R. (2011). Toward a social media usage policy. 22nd Australasian Conference on Information Systems. Sydney, NSW.

• Washenko, A. (2013, October 31). 2 Universities tell us how they’re using social media [Web log post]. Retrieved from http://sproutsocial.com/insights/universities-social-media/