Forming of the Social Media Marketing strategy of higher education institutions
Journal Title: Маркетинг і цифрові технології - Year 2018, Vol 2, Issue 2
Abstract
The aim of the article is to generalize the practice of SMM in the field of higher education and to substantiate the theoretical and methodological foundations of the formation of the SMM strategy for HEI, development of practical recommendations for its implementation. The results of the analysis. In a difficult situation on the market of higher education products which arose as a result of growing disproportions between supply and demand for educational products, the intensification of competition, a significant reduction in funding, the state of a significant part of domestic HEIs has deteriorated. To ensure their further development, search and creation of opportunities for the increased demand for educational products, focusing efforts on its formation and stimulation became relevant. On the basis of the revealed strategic changes in the field of higher education in Ukraine, among which the greatest influence is made by the change of generation, the development of the knowledge economy and the digital revolution, the necessity of introducing digital marketing methods in higher education institutions for solving marketing problems was established. It is established that under the influence of technological revolution a new type of marketing 4.0 – digital marketing was formed, the principal differences of which are the use of digital technologies and means of communication and promotion, the integration of ordinary consumers in corporate communications, accelerating information processes, individualization of communications, accelerating the development of marketing technologies. Based on the particularity of the youth target audience as the main consumer of educational products, and taking into account the staffing and financial capacity of higher education institutions, it is noted that SMM marketing is the priority method of digital marketing for them. According to the results of the study of the pages of structural subdivisions of institutions of higher education in Facebook, a number of problems was identified due to the lack of practical experience and methodological provision of marketing in social networks in the field of higher education. Among them there should be noted a lack of system work with the audience; irregularity of publications; content of the same type; lack of segmentation of the target audience; low level of interaction; small number of subscribers; insufficient activity creation; the absence of a link between the official page of Facebook and the website page of the structural unit. It is determined that in order to solve these problems, the HEI needs to implement an organizational and management mechanism for the formation of the SMM strategy, which involves the organization of the working group and the appointment of its head; development and implementation of the SMM-system; formation of Web-culture of personnel; development and implementation of the SMM strategy. Conclusions and direction for further research. The article offers the structure of the SMM system for institutions of higher education, which integrates social platforms, pages and publications for various target audiences, pages and publications of various structural units. For formation of the SMM strategy - the detailed and consistent action plan of the HEI, the following stages are defined: research and diagnostic; formulation of goals; formation of a strategy for the presence of HEIs in social networks; elaboration of communication policy of HEI in social networks; realization of communication policy and control of results. The emphasis is on the need to take into account current tendencies and trends in SMM. Taking into account the specifics of the youth target audience of HEIs, increasing the importance of attracting the audience to corporate communications, the expediency of organizing an advisory community was identified, and the most active and progressive representatives of HEI students should be involved in establishing and ensuring their functioning. The directions of further research are the development of the system of current and final control of the communication, social and economic efficiency of the SMM strategy of the HEI.
Authors and Affiliations
Olena Zhehus
Keywords
Related Articles
- EP ID EP308066
- DOI 10.15276/mdt.2.2.2018.5
- Views 145
- Downloads 0
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