![Page 1: Marketing the Brisbane University using Facebook](https://reader035.vdocument.in/reader035/viewer/2022062613/5447342db1af9f17098b45d9/html5/thumbnails/1.jpg)
Marketing Brisbane Universitythrough Facebook A proposal to the Brisbane University Management staff
Emily Telford n8907030
![Page 2: Marketing the Brisbane University using Facebook](https://reader035.vdocument.in/reader035/viewer/2022062613/5447342db1af9f17098b45d9/html5/thumbnails/2.jpg)
Proposal
Audience: Management staff of a universityAim: to provide recommendations for improving their marketing strategies using Facebook to appeal to undergraduate students
(CC BY-SA 2.0)
![Page 3: Marketing the Brisbane University using Facebook](https://reader035.vdocument.in/reader035/viewer/2022062613/5447342db1af9f17098b45d9/html5/thumbnails/3.jpg)
Introduction
• Facebook as an effective marketing tool• A comparative study• Results• Recommendations
(CC BY-SA 2.0)
![Page 4: Marketing the Brisbane University using Facebook](https://reader035.vdocument.in/reader035/viewer/2022062613/5447342db1af9f17098b45d9/html5/thumbnails/4.jpg)
Facebook as a marketing tool• A tool to connect with the target market
(Greenwood, 2012, p. 25)
• Appeal to their world-view
(CC BY-NC-SA 2.0)
![Page 5: Marketing the Brisbane University using Facebook](https://reader035.vdocument.in/reader035/viewer/2022062613/5447342db1af9f17098b45d9/html5/thumbnails/5.jpg)
Facebook as a Forum• A university’s Facebook page acts as an extension of the
campus• Projection of university culture
(Ridley, 2014)
![Page 6: Marketing the Brisbane University using Facebook](https://reader035.vdocument.in/reader035/viewer/2022062613/5447342db1af9f17098b45d9/html5/thumbnails/6.jpg)
Comparative Study
Three different universities:1. Duke University2. Oregon State University
![Page 7: Marketing the Brisbane University using Facebook](https://reader035.vdocument.in/reader035/viewer/2022062613/5447342db1af9f17098b45d9/html5/thumbnails/7.jpg)
Drake University
• Community building
• Engaging
• Enticing
(Drake University, 2014b)
![Page 8: Marketing the Brisbane University using Facebook](https://reader035.vdocument.in/reader035/viewer/2022062613/5447342db1af9f17098b45d9/html5/thumbnails/8.jpg)
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
![Page 9: Marketing the Brisbane University using Facebook](https://reader035.vdocument.in/reader035/viewer/2022062613/5447342db1af9f17098b45d9/html5/thumbnails/9.jpg)
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
![Page 10: Marketing the Brisbane University using Facebook](https://reader035.vdocument.in/reader035/viewer/2022062613/5447342db1af9f17098b45d9/html5/thumbnails/10.jpg)
Oregon State University on Facebook
• Language is inspiring• Images convey
diverse pursuits: • Sporting• Cultural• Academic
(Oregon State University, 2014b)
![Page 11: Marketing the Brisbane University using Facebook](https://reader035.vdocument.in/reader035/viewer/2022062613/5447342db1af9f17098b45d9/html5/thumbnails/11.jpg)
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)
![Page 12: Marketing the Brisbane University using Facebook](https://reader035.vdocument.in/reader035/viewer/2022062613/5447342db1af9f17098b45d9/html5/thumbnails/12.jpg)
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.
![Page 13: Marketing the Brisbane University using Facebook](https://reader035.vdocument.in/reader035/viewer/2022062613/5447342db1af9f17098b45d9/html5/thumbnails/13.jpg)
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
![Page 14: Marketing the Brisbane University using Facebook](https://reader035.vdocument.in/reader035/viewer/2022062613/5447342db1af9f17098b45d9/html5/thumbnails/14.jpg)
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/