Social Media Marketing for Business Schools

A lot of business schools still don’t make the most out of the opportunities that they can get from social media, even if the majority of them devote enough effort to improve their brand presence online. Yes, even those who already have a strong social presence still use ineffective marketing strategies that can’t attract prospects to move through the admission cycle.

Always remember that social media marketing for business school offers an image of your organization that potential enrollees find more authentic than other networks, including websites. It is very effective and powerful when it comes to engaging prospects and building connections – increasing your chance of getting more applications from students.

Here’s how your school can build an effective social media marketing strategy that provides great results and impacts your overall admission process.

Create a student persona

Creating a buyer persona for your target audience is the first and most essential step in building a social media strategy.

Who is your target audience? What services or course are they looking for in a business school? How can you grab their attention?

Once you understand everything about your prospects, it will be easier for you develop a content that is valuable and relevant to them. It will also help you define your social strategy and make it more effective.

For business schools, buyer personas represent your potential applicants. Some of the common characteristics that you should determine are their academic status, professional background, interests, age, gender, and location. You should also search the challenges and obstacles they encounter when deciding which university to attend.

Define your social media objectives

If you want to get long-term results and success, you should define your social media goals when building a marketing plan. A strategy with well-thought objectives will boost all the benefits that you can get from different platforms.

From building brand awareness to driving more applications, your goals can come in any form. Spend some time to analyze your needs, write them down, and align your strategy with them. The results that you will get from this plan will depend on these needs, so make sure to identify all of them. 

Build a multi-channel strategy

Students will easily find and learn more about your school if you have a good online visibility and brand reputation. Your business pages will definitely receive lots of inquiries if they are visible on the newsfeeds of the right people, leading to more tangible outcomes.  

Here’s how you can leverage your social media platforms and make your multi-channel strategy efficient:

Facebook: Utilize this platforms’ live streaming feature to generate a great amount of audience engagement. Facebook Live Videos attract more interactions than normal posts, so you should really try it. You can share live events, lectures, or other content that can grab the interest of your audience.

Twitter: This is a go-to platform that you can use to provide topical content and news to your prospects. Share unique content and make sure to include trending hashtags on each post. You will be able to position your school as a trusted authority in your industry if your content is relevant and useful.

Instagram: Use your account to visually capture different aspects of your business school. Upload high-quality images that showcase your campus, thriving clubs, and exciting events. You can also use Instagram Stories to provide live school updates.

LinkedIn: Users on LinkedIn are career-driven professionals. In other words, it is a great platform to promote your business school. Let potential applicants access your alumni or the profiles of your graduates to inspire and attract them.

Plan your content

Planning the content you’re going to publish on social media is essential as it will be the essence of your strategy. It is the one responsible for attracting, connecting, and converting target audience into applicants. It will also define your overall brand image.

Create and post compelling content. Take a look at these tips below:

  • Produce topical posts
  • Highlight the success of your students and graduates
  • Showcase networking opportunities and campus life
  • Look for user-generated content
  • Build a content calendar

Integrate social ads

If your institution wants to gain a more competitive edge, you should integrate paid social ads on your strategy. It can help you reach more business students in a short amount of time, especially if done right.

For instance, paid ads Facebook can play a big role on your brand’s overall social media visibility. With the help of Facebook Ads Manager, you will be able to personalize your ads and make them highly-targeted.

You should include your audience’:

  • Demographics
  • Location
  • Connections
  • Behaviours
  • Interests

Track results

Pay close attention to the performance of your campaigns. You should do this consistently to make sure that the results are still aligned to your objectives.

Try using Google Analytics or other CRM and marketing automation software to gather insights. These reporting tools will also allow you to measure your performance across all major platforms, analyze how many leads you’re generating, and how many people have submitted applications or inquiries.


Always remember, the more you know about social media marketing for business schools, the easier it is determine how you can improve your business plan. With a comprehensive strategy on your side, you will be more equipped to meet your goals and reach consistent growth.