1/7/14 Business schools face significant marketing challenges. Consider who they’re marketing to. There’s Shane, the high school senior interested in pursuing an undergraduate degree. Ling is researching PhD programs that will set her up for a future in academe. Robert has been an engineer for five years and is now primed for an MBA. Kate wants to crack the C-suite by sharpening her leadership skills through executive development. And Elamin wants to keep up with his old school chums and is considering donating to his alma mater.
That’s quite a demographic spread requiring multiple marketing approaches. A crucial part of all these strategies involves tapping social media channels — Facebook, Twitter, LinkedIn, and others — that are particularly well-suited for reaching most of the communities of interest to business schools. To see how they are approaching this new area of marketing, I conducted a survey of the social media strategies of 25 Canadian business schools.
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