大学如何吸引社交媒体上的千禧一代调查报告.pdfVIP

With the ever-growing popularity of social media platforms, it’s no wonder that universities embraced social channels to reach the millennial target group. Millennials are defined as people born between 1982 - 19981 , and they constitute a massive group of potential and existing students. According to the Pew Research Center, 18% of the over 83 million group of millennials in the US are enrolled into a university full 2 3 time , and 63% plan to get a college education . What’s more, many young people are looking for information about universities on social media, where they spend over 4 6 hours every week . The millennials’ keen interest in education and social networks makes them an attractive target audience for higher education institutions on social media. However, tapping into this community is challenging, as they are often digital natives, well- aware of the latest technologies, conversations, and trends. In this study, we examined how universities appeal to their younger audiences on social media through their presence across Facebook, Instagram, Twitter, and YouTube. We analyzed the performance of the 10 highest-ranked higher education institutions from the US and the UK between March 2016 - 20175. We also offer an overview of global trends among university profiles on social media, and provide practical tips that can help any educational establishment, company or organization enhance their social media strategy. 1 Pew Research Center: “10 Demographic Trends Shaping the U.S. And World in 2017” 2 Pew Research Center: “How Millennials Today Compare With Their Grandparents 50 Years Ago” 3 The Pacific Institute: “Millennials - Changing the Face of Higher Education” 4 Nielsen: “2016 Nielsen Social Media Report” 5 The Wall Street Journal: “2016 U.S. College Rankings” The Complete University Guide: “University League Tables 2018”