Examine their website and social media presence (including Linke ✓ Solved

Task: Select any institution from the list above that you would like to investigate within Australia. Identify all their social media channels and what they are being used for (for example, they may be using social media for recruitment, marketing, sales, creating a presence and increasing the reach etc). Analyse how each of these channels are being used by the business and report this. Establish the positives and negatives of the use of social media. Identify any issues or problems with the current social media usage. Identify additional social media channels that can be used to enhance their business and profits. Provide clear recommendations with a forward planning strategy as to what the business should do, with justifications. This may include removing some channels that are not reliable, adding on more channels or a better mix, etc. Tables, graphs, visuals may be used as embedded in the text. References will be as per Harvard Referencing style, in text citations and a list of references.

Paper For Above Instructions

Social media has become a crucial tool for educational institutions in Australia, facilitating engagement, marketing, and community building. This paper examines the presence of the University of Melbourne in the Australian market, focusing on its social media channels and the impact these platforms have on its core business.

1. Selection of Institution

The University of Melbourne is one of Australia's oldest and most renowned higher education institutions. With a legacy of academic excellence, it provides a diverse array of undergraduate and postgraduate programs. The university's online presence plays a significant role in attracting students, engaging stakeholders, and reinforcing its brand image.

2. Identification of Social Media Channels

The University of Melbourne actively utilizes various social media platforms, including:

  • Facebook: Used for news updates, event promotions, and community engagement.

  • Twitter: Employed for real-time updates and sharing academic achievements.

  • LinkedIn: Focused on professional networking, alumni relations, and showcasing employment statistics.

  • Instagram: Used primarily for visual storytelling, showcasing campus life and student experiences.

  • YouTube: Contains videos related to academic programs, campus tours, and promotional materials.

3. Analysis of Social Media Usage

The University of Melbourne effectively uses its social media channels to connect with prospective students and stakeholders. Each platform has a targeted approach:

  • Facebook: Engages the community through interactive posts, live Q&A sessions, and event showcases.

  • Twitter: Provides quick responses to inquiries, industry news, and highlights research breakthroughs.

  • LinkedIn: Strengthens alumni relations by sharing success stories and job opportunities.

  • Instagram: Attracts prospective students by highlighting vibrant campus life and extracurricular activities.

  • YouTube: Educates potential and current students about offerings, vision, and experiences through engaging video content.

4. Positives and Negatives of Social Media Use

The social media strategy of the University of Melbourne has several positives including:

  • Enhanced engagement: Regular interactions with the audience increase community involvement.

  • Brand awareness: Effective use of visuals and narratives helps in building a strong brand image.

  • Information dissemination: Quick transfer of information regarding events, deadlines, and announcements.

However, there are also challenges associated with their social media use:

  • Over-reliance on certain platforms: A lack of diversity in platform usage limits outreach to broader demographics.

  • Negative comments: Addressing criticisms and negative perceptions can be challenging in public forums.

  • Resource-intensive: Managing multiple platforms requires significant time and human resources.

5. Additional Social Media Channels

To enhance its online presence further, the University of Melbourne could explore additional platforms such as:

  • TikTok: Utilizing short-form video content to engage younger audiences.

  • Pinterest: Showcasing campus life and creative work through visual boards.

6. Recommendations for Forward Planning Strategy

The University of Melbourne should implement a forward planning strategy that includes:

  • Diverse platform engagement: Actively maintain a presence on TikTok and Pinterest to reach a younger demographic.

  • Crisis management protocols: Develop a clear strategy for addressing negative comments and managing public relations.

  • Regular content audits: Monitor engagement metrics regularly to assess the effectiveness of current platforms and strategies.

  • Enhancing user-generated content: Encourage students and alumni to share their experiences, creating authentic engagement and outreach.

Conclusion

The University of Melbourne has established a strong social media presence, which positively impacts its core business by enhancing brand awareness and community engagement. However, strategic adjustments must be made to address the challenges and explore new avenues for outreach. By implementing the recommendations provided, the institution can expect to see a more robust and diverse engagement across various social media platforms, ultimately enhancing its market position.

References

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  • Gonzalez, C. (2020). The influence of social media on brand awareness: A study of the higher education sector. Journal of Marketing for Higher Education, 30(1), 15-25.

  • Greenwood, S., Perrin, A., & Duggan, M. (2016). Social Media Update 2016. Pew Research Center.

  • Shirky, C. (2008). Here Comes Everybody: The Power of Organizing Without Organizations. Penguin Press.

  • We Are Social. (2021). Digital 2021: Global Overview Report. We Are Social.

  • Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241-251.

  • Hanna, R., Rohm, A., & C. L. (2011). We’re all connected: The power of the social media ecosystem. Business Horizons, 54(3), 263-271.

  • Thompson, K. (2018). Research on the effects of social media on student engagement in higher education. Journal of Educational Technology Development and Exchange, 11(1), 47-66.

  • Weller, K. (2017). The role of social media in higher education: A systematic review. Journal of Computer Assisted Learning, 33(4), 352-368.