THE USE OF SOCIAL MEDIA MARKETING IN HIGHER EDUCATION ENROLMENT, A ROMANIAN PERSPECTIVE
THE USE OF SOCIAL MEDIA MARKETING IN HIGHER EDUCATION ENROLMENT, A ROMANIAN PERSPECTIVE

Summary/Abstract: The present paper represents an introspection into the world of social media marketing (SMM) with focus on higher education institutions (HEI). The continuous expansion of social media allows universities to move closer to the millennial generation. Since education is about acquiring knowledge, transferring information, and professional development all of them being subject of the individual evaluation of the student, traditional marketing channels are not enough. Spreading flyers, printing brochures, web-sites, or word of mouth (WOM) are examples of promotional instruments that have been used for years by Universities. The substantial competition among universities and even among faculties inside the same university represent realistic motives for HEI’s to discover and apply new marketing promotional techniques. Marketing concepts like brand community or critical mass do apply even in this sector characterized by such special features. Education and especially HEI was one of the laggards when it comes to social media marketing (SMM). Unfortunately a distinctive characteristic of most universities in our country was to consider SMM is just for household goods or consumer loyalty and neglected such an important marketing channel.

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