Social Media Marketing Strategy for Uk Universities

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SOCIAL MEDIA MARKETING STRATEGY FOR UK UNIVERSITIES

25/11/2012

Prepared for Mr Tom Chapman by PBA Group
Buranatrakul, Apisit Hoang, Thi Phuong Chi Mai, Quynh Nhi Nguyen, Cam Giang 25641476 25776282 25141848 25752936

Word
 count:
 3015
 

 

 
 

SOCIAL MEDIA MARKETING STRATEGY FOR UK UNIVERSITIES

TABLE OF CONTENTS
SUMMARY
 ..............................................................................................................................................................   2
  INTRODUCTION
 ..................................................................................................................................................   2
  FINDINGS
 AND
 ANALYSIS
 ..............................................................................................................................   3
  1.
 External
 factors
 .........................................................................................................................................   3
  1.1.
 Political
 .................................................................................................................................................   3
  1.2.
 Economical
 ..........................................................................................................................................   5
  1.3.
 Social
 ......................................................................................................................................................   5
  1.4.
 Technological
 .....................................................................................................................................   5
  2.
 Internal
 factors
 ..........................................................................................................................................   6
  2.1.
 Paid
 social
 media
 ..............................................................................................................................   6
  2.2.
 Owned
 social
 media
 ........................................................................................................................   7
  2.3.
 Earned
 social
 media
 ........................................................................................................................   8
  CONCLUSIONS
 .....................................................................................................................................................   9
  RECOMMENDATIONS
 ....................................................................................................................................  10
  1.
 Short-­‐term
 strategy
 ..............................................................................................................................  10
  1.1.
 Conducting
 market
 research
 to
 get
 deeper
 understanding
 of
 target
 audiences
 10
  1.2.
  Enhancing
  university
  awareness
  by
  increasing
  the
  volume
  of
  paid,
  owned,
  earned
 social
 media
 ..............................................................................................................................  10
  2.
 Long-­‐term
 strategy
 ...............................................................................................................................  11
  2.1.
 Building
 long
 relationship
 with
 target
 audiences
 ...........................................................  11
  2.2.
 Engaging
 current
 students
 and
 alumni
 with
 university
 activities
 on
 social
 media
  sites...
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