Social Media between High-School Graduates and Higher Education Institutions

Table of Contents

1. Initial situation

2. Description of the problem

3. Objectives of the thesis

4. Reference frame

5. Web 2.0 and social media basics

5.1 Definition & development of Web 2.0

5.2 Social media

5.2.1 Social media networks

5.2.2 Social media marketing

5.2.3 Social behaviour of pupils

6. Higher education

6.1 Higher education marketing

6.2 Higher education promotion

7. Higher education social media marketing

7.1 Conclusion

8. Research of the meaning of social media networks as a source of information for potential students

8.1 Research method

8.2 Research location

8.3 Sampling

8.4 Field research

8.5 Analysis tool – SPSS

8.6 Results

8.6.1 Demographic data

8.6.2 How pupils are informed about future education

8.6.3 Which sources are used to obtain information on higher education institutions

8.6.4 Number of members and use of social media networks

8.6.5 Social media networks between secondary school graduates and higher education institutions

8.6.6 How higher education institutions are contacted and which higher education institution are known.

8.6.7 How the choice of study is affected by social media sites of higher education institutions

9. Conclusion

9.1 Discussion of results

9.2 Recommendation

9.3 Conclusion

Objectives and Research Focus

The primary objective of this thesis is to examine the role and relevance of social media networks as an information source for potential students (high-school graduates) when researching higher education institutions. The study investigates whether current social media marketing strategies of higher education institutions meet the expectations of these students or if traditional communication channels remain dominant.

• Theoretical analysis of Web 2.0, social media marketing, and its specific application in the higher education sector.
• Empirical market research involving 85 high-school graduates to analyze their actual online behavior and preferences.
• Evaluation of the alignment between institutional social media content and the information needs of prospective students.
• Derivation of recommendations for professionalizing social media presence in higher education marketing.

Excerpt from the book

Summary of Chapters

1. Initial situation: Describes the developments in the higher education market, including European standardization and increased competition.

2. Description of the problem: Highlights the ambiguity regarding the suitability of social media marketing for higher education institutions to attract potential students.

3. Objectives of the thesis: Defines the goal of researching whether high-school graduates use social media for information gathering and if such efforts are essential for institutions.

4. Reference frame: Provides a visual structural overview of the thesis and the logical flow from theory to empirical research.

5. Web 2.0 and social media basics: Introduces technical foundations, definitions of social media, and online behavioral patterns of the target group.

6. Higher education: Defines higher education marketing and the importance of promotional tools within the marketing mix.

7. Higher education social media marketing: Discusses the impact of social media on institutional marketing strategies and communication approaches.

8. Research of the meaning of social media networks as a source of information for potential students: Details the empirical survey methodology, sampling, and key findings regarding information habits of students.

9. Conclusion: Summarizes research findings and provides strategic recommendations for higher education marketing professionals.

Keywords

Social Media Marketing, Higher Education Institutions, Web 2.0, Potential Students, Digital Natives, Communication Strategy, Information Seeking Behavior, Online Surveys, Marketing Mix, Brand Reputation, Consumer Behavior, Social Media Networks, Traditional Marketing, Student Recruiting, Market Research

Frequently Asked Questions

What is the primary subject of this thesis?

This work examines the interaction between potential students in their final year of secondary school and higher education institutions within the context of social media networks.

What are the central thematic fields covered?

The core fields are Web 2.0 technologies, social media marketing, and the specific application of marketing strategies within the higher education sector.

What is the central research question?

The research asks whether social media networks are perceived as a relevant and effective source of information by potential students when they search for data on future studies.

Which methodology was employed for the research?

The author conducted quantitative market research using a semi-standardized online questionnaire completed by 85 high-school graduates.

What is treated in the main part of the thesis?

The main part consists of a theoretical framework defining social media and education marketing, followed by an empirical section presenting survey results on student behavior.

Which keywords best characterize this work?

Key terms include social media marketing, higher education, digital natives, student recruiting, and information behavior.

Do students consider social media as their primary source of information for study choices?

No, the findings show that students overwhelmingly prefer traditional sources like official websites, information leaflets, and open days over social media networks for initial information gathering.

What is the author's main recommendation for universities regarding social media?

The author suggests that social media should not be a secondary or isolated task; it requires professionalism, high-quality content, and must be integrated with traditional communication tools like personal acquisition.

Are there specific differences in how students use different networks?

The research indicates that while platforms like Facebook are widely used, their primary use by students is social interaction with friends rather than formal information gathering about institutions.