Survey of Use of Instagram in Higher Education Marketing 2017-18 PDF Download
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Author: Primary Research Group
Publisher:
ISBN: 9781574404623
Category : Education, Higher
Languages : en
Pages : 97
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Book Description
This 98-page special report presents data and commentary on how colleges and universities are using Instagram in their marketing and enrollment efforts. The study looks at both paid and gratis use of Instagram, imparting critical hard numbers on the amount of staff time higher ed marketers are spending now and plan to spend on Instagram marketing, what features on Instagram that they are using, if they are using paid Instagram ads and, if so, how much are they spending and with what results? The study also presents data on Instagram followers, both within and outside the college, Instagram comments and much more. Other issues discussed include model college Instagram sites, use of consultants, use of Instagram vs. other digital marketing options, and how Instagram stacks up vis-a -vis Facebook, Twitter, YouTube, SnapChat, Pinterest, LinkedIn and other digital marketing options. Just a few of the report¿s many findings are that: ¿Nearly 49% of those sampled used Boomerang in their Instagram marketing efforts.¿9.3% of those sampled had used carousel ads in their paid Instagram marketing efforts. ¿Colleges in the highest tuition range, more than $41,000 per year, spent the most staff time on Instagram, a mean of 1,350.4 hours per year. ¿Survey participants with work titles suggesting a specialization in web or digital marketing such as director of digital strategies or social media marketing specialist tended to have many more Instagram followers for their college sites than those run by those with general marketing titles such as director of marketing, or general admissions department titles such as director of admissions.¿A few of the institutions named as particularly noteworthy for their Instagram marketing efforts were; Vanderbilt University, the University of Michigan, the US Naval Academy and Indiana State University.
Author: Primary Research Group
Publisher:
ISBN: 9781574404623
Category : Education, Higher
Languages : en
Pages : 97
Get Book Here
Book Description
This 98-page special report presents data and commentary on how colleges and universities are using Instagram in their marketing and enrollment efforts. The study looks at both paid and gratis use of Instagram, imparting critical hard numbers on the amount of staff time higher ed marketers are spending now and plan to spend on Instagram marketing, what features on Instagram that they are using, if they are using paid Instagram ads and, if so, how much are they spending and with what results? The study also presents data on Instagram followers, both within and outside the college, Instagram comments and much more. Other issues discussed include model college Instagram sites, use of consultants, use of Instagram vs. other digital marketing options, and how Instagram stacks up vis-a -vis Facebook, Twitter, YouTube, SnapChat, Pinterest, LinkedIn and other digital marketing options. Just a few of the report¿s many findings are that: ¿Nearly 49% of those sampled used Boomerang in their Instagram marketing efforts.¿9.3% of those sampled had used carousel ads in their paid Instagram marketing efforts. ¿Colleges in the highest tuition range, more than $41,000 per year, spent the most staff time on Instagram, a mean of 1,350.4 hours per year. ¿Survey participants with work titles suggesting a specialization in web or digital marketing such as director of digital strategies or social media marketing specialist tended to have many more Instagram followers for their college sites than those run by those with general marketing titles such as director of marketing, or general admissions department titles such as director of admissions.¿A few of the institutions named as particularly noteworthy for their Instagram marketing efforts were; Vanderbilt University, the University of Michigan, the US Naval Academy and Indiana State University.
Author: PRIMARY RESEARCH GROUP INC.
Publisher:
ISBN: 9781574405859
Category :
Languages : en
Pages :
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Book Description
Author: Primary Research Group, Inc
Publisher:
ISBN: 9781574407709
Category :
Languages : en
Pages : 115
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Book Description
Author: Primary Research Group Inc.
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Book Description
The study presents detailed data from 26 colleges and universities in the USA and Canada about their use of the free and paid capabilities on Instagram in their marketing programs. The study gives detailed benchmarking data on number of Instagram followers, likes and comments, spending and much more. The report presents specific data and, in some cases commentary, on the use of myriad Instagram features, with separate data sets or commentary on use of Hyperlapse, Boomerang, AR Filters, Product Tags, InstaStories, IGTV, Link Stickers, Instagram Live, Carousel Ads, Photography Ads, Video Ads, Reels, Alternative Text Description and much more. The study also looks at trends in the use of staff time on Instagram vs. other advertising and marketing options. The report presents time series data on Instagram paid advertising spending in the past year, and plans for the upcoming year.Data in the report is broken out by college/university size and type, by enrollment and tuition level, and by the personal characteristics of individuals primarily responsible for internet marketing, such as their age, gender and work title. Just a few of the122-page report's many findings are that:?Female Instagram survey respondents outspent males by a factor of 5:1 on Instagram paid advertising. ?Mean spending on paid Instagram advertising for the colleges in the sample was $16,295.?23.08% of those surveyed primarily used Instagram's automatic alternative text description feature.?Community colleges in the sample spent a mean of 800 total staff hours in the past year on Instagram advertising functions.For a table of contents, the questionnaire and an excerpt - view the product page for this report at: https://www.primaryresearch.com/AddCart.aspx?ReportID=725
Author: Chris Rowell
Publisher:
ISBN: 9781783746729
Category : Education, Higher
Languages : en
Pages : 279
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Book Description
"How does social media affect working life in Higher Education? How are universities harnessing its power to aid student learning? This innovative collection brings together academics and those working in professional services to examine these questions and more. The diverse and expert contributors analyse the many ways social media can be used to enhance teaching and learning, research, professional practice, leadership, networking and career development. The impact of social media is evaluated critically, with an eye both to the benefits and the problems of using these new forms of digital communication. This is the first volume to give such detailed attention to this area of high interest. Its innovative approach extends to its creation, with contributors found via their presence on Twitter. The short and impactful chapters are accessible while retaining an academic focus through their application of relevant learning theories and educational context. Social Media and Higher Education is essential reading for any professional working in higher education, including lecturers teaching education courses. It is also significant for researchers looking at more recent developments in the field and what it means to work in a modern higher education environment."--Publisher's website.
Author: Primary Research Group Staff
Publisher:
ISBN: 9781574409666
Category : Facebook (Electronic resource)
Languages : en
Pages :
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Book Description
The study looks closely at how North American colleges are using both paid advertising and general Facebook marketing in attracting new students and fortifying relationships with alumni. The study helps its readers to answer questions such as: how much are colleges spending on their paid Facebook advertising? How have colleges felt about their paid advertising experience on Facebook? How much staff time do they spend on Facebook in their college marketing efforts? How do they view the efficacy of Facebook compared to alternatives such as YouTube, Instagram, Twitter and other marketing venues. What kinds of content are colleges distributing through their Facebook pages? How do they evaluate content for inclusion? How do colleges harmonize their main Facebook page with other campus Facebook pages? Data in the report is broken out separately for public and private colleges, by Carnegie class or college type, enrollment and tuition levels.
Author: Christina Crovetto
Publisher:
ISBN:
Category : Education, Higher
Languages : en
Pages : 0
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Book Description
The advent of social media has changed the way the public perceives and reacts to higher education. Although higher education institutions have progressively adopted and integrated social media technologies into their marketing efforts, the efficacy of these initiatives has not been substantially measured. While in the past, higher education institutions could determine the effectiveness of an ad placement by inserting a code directly on the ad and counting the number of individuals responding to the ad, currently social media metrics are more nebulous. The purpose of this collective case study research design was to measure the effectiveness of higher education marketing initiatives distributed through social media vehicles including Facebook, Twitter, Instagram, Pinterest, and WhatsApp in promoting the mission and image of higher education institutions. This study was guided by four research questions: 1. How are higher education institutions using social media metrics to measure the effectiveness of their marketing campaigns? 2. What social media marketing techniques are most successful in promoting higher education institutions? 3. To what extent do social media marketing initiatives advance a higher education institution's mission and image? 4. To what extent are social media marketing initiatives used in higher education to provide information and promote public discussions? The aim of this research study was to examine the extent to which social media technologies are being utilized and measured by higher education marketing professionals to promote their institutions' mission and image. Semi-structured interviews and artifacts were employed to gauge higher education marketers' responses to how they currently leverage social media technologies during the COVID-19 pandemic. The researcher completed this case study utilizing two qualitative data collection methods. The findings for the interview questions indicated that the advent of the COVID-19 pandemic has had a profound impact on social media practices at HEIs, although adequate staffing for dedicated positions to social media efforts is lacking. Additionally, HEI marketing professionals are generally using platform-based metrics, including social listening, to measure the impact of their social media marketing efforts, which corroborates previously published research. The findings for the artifacts review revealed that HEIs dedicated digital space and time to pandemic-related news coverage in their social media efforts. Due to the evolving nature of social media in tandem with the COVID-19 pandemic, this research could be replicated at a later point in time or post-pandemic to evaluate its long-term effects on social media practices at HEIs across the country.
Author: Primary Research Group Staff
Publisher:
ISBN: 9781574403732
Category : Facebook (Electronic resource)
Languages : en
Pages : 0
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Book Description
The study looks closely at how North American colleges are using both paid advertising and general Facebook marketing in attracting new students and fortifying relationships with alumni. The study helps its readers to answer questions such as: how much are colleges spending on their paid Facebook advertising? How have colleges felt about their paid advertising experience on Facebook? How much staff time do they spend on Facebook in their college marketing efforts? How do they view the efficacy of Facebook compared to alternatives such as YouTube, Instagram, Twitter and other marketing venues. What kinds of content are colleges distributing through their Facebook pages? How do they evaluate content for inclusion? How do colleges harmonize their main Facebook page with other campus Facebook pages?Just a few of the report's many findings are that: *The colleges in the sample estimated that a mean of about 48% of their Facebook page's unique visitors came from individuals that were not currently enrolled or working at the college.*The mean amount spent by the colleges sampled for salaries, equipment and other production costs in developing marketing oriented videos in the past year for Facebook and other venues was $61,273 with a minimum of $2,500 and a maximum of $225,000.*Approximately 43% of colleges sampled were currently doing paid advertising on Facebook. Data in the report is broken out separately for public and private colleges, by Carnegie class or college type, enrollment and tuition levels.
Author: Nripendra P. Rana
Publisher: Springer Nature
ISBN: 3030243745
Category : Business & Economics
Languages : en
Pages : 337
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Book Description
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Author: Terry Wu
Publisher: Springer
ISBN: 1137542918
Category : Education
Languages : en
Pages : 272
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Book Description
This book examines both the theory and applications of marketing higher education in a global environment. Universities and colleges face new challenges in student recruitment and international competition. This book is designed to offer new insights into international marketing of higher education. With declining domestic enrollments and continuing funding cuts, many higher education institutions are exploring new ways to market and promote themselves to international students. Higher education institutions view international students not only as a source of revenue, but also as an integral part of an overall academic strategy. While international students face many destination choices, they normally choose universities and colleges in developed countries such as the US, Canada, UK, Australia, and New Zealand. The international marketing of higher education is of growing importance to universities and colleges today.
