| | NOVEMBER 20248THE ROLE OF SOCIAL MEDIA MARKETING WITHIN THE FIELD OF EDUCATIONBy Loren Childress, Director of Marketing and Communications, Columbia School of Social WorkSocial media is a powerful tool for connecting with diverse audiences, sharing key messages, resonating with online communities, and building long-lasting brand resonance. Social Media has completely transformed the way we communicate, share opinions, and connect with others. Social media marketing, oftentimes interchangeable with Digital Marketing, has revolutionized what it means to be connected - and what it really means to consume information. In truth, it's even impacted the way we write and process information - with `short and sweet' being the normative, and rule-of-thumb for many. Long gone are the days of social media being used solely to document extravagant food pictures, or funny animal videos. Educational institutions can and should now be leveraging social media to create an engaging community of students, parents, and alumni through digital marketing tactics and strategic planning. From admission inquiries to showcasing campus life, social media platforms offer a level of instantaneous visibility and parasocial connection unlike anything else we've ever seen before.From viral TikTok videos that capture the essence of student life, to Instagram Live sessions for admitted students ­ there's a channel, platform, and avenue for everyone. In our incredibly fast-paced world, we have become accustomed to streamlined, automated processes. Leveraging social media in higher education precisely caters to these norms by enhancing enrollment procedures, and fostering transparency, visibility and improved communication between the student body and the institution.According to research, gen Z spends an average of 4 hours on social media daily. With this in mind, it only makes sense that institutions proactively taking up `digital' space, so to speak, tend to yield better outcomes, as social media platforms offer a global stage for showcasing unique offerings, faculty expertise, campus life, and achievements. Loren ChildressIN MY OPINION
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