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Social media can be defined as interactive technologies which are mostly computer based and facilitates the creation as well as sharing of information, knowledge, ideas as well as thoughts. This is generally done by creating virtual networks and building communities within them. These social media channels generally feature personalised profiles for the users as well as contents which are user generated. These social media technologies were typically created for the benefit of individuals so that they can interact with family and friends but these quickly proved to be extremely useful at enhancing effective communication which was why it was being adopted by many business organisations and institutions across the world. These organisations and institutions wanted to apply these technologies to their operations to improve the communication method of their employees and workers with other employees within the organisation as well as outside of the organisation (Koca and Berk 2019). They also used the technologies to enhance their communication with their clients or customers about services or products. These social media channels allow the user to connect with people individually or share information with many people within the community simultaneously. The social media can be described as an ever-evolving as well as ever changing field with new applications and innovations coming out every year or so (Balakrishnan et al. 2017). This paper will focus on an institution and its social media usage, it will analyse the impact of social media on the institutions core business. The institution chosen for this report is the University of Melbourne.
The University of Melbourne is one of the leading universities of Australia which generates graduates who are thoughtful, well rounded as well as skilled and quality professionals in their fields of practice which helps the institutions to make a positive impact around the world. It was founded in 1853 with just 16 students and 4 professors which has now thrived into one huge institution which is considered to be the best in Australia. The university promotes researches on contemporary issues that helps them to address and solve the economic, social as well as environmental challenges faced by Australia and the world today as well as the issues that will present themselves in the near future (Khan, Kend and Robertson 2016). The university of Melbourne has a close knit communication with their communities around the world and also in Australia. This connection with the communities which is mainly supported by social media channels contributes to the university’s teaching, learning as well as further research (Selwyn and Stirling 2016).
The mission of the University of Melbourne is to empower organisations and individuals in becoming potential global leaders with the application, creation as well as diffusion of knowledge regarding economics and business.
Melbourne University aspires to become a global leading provider of economics and business education as well as research.
The university aims to assess and influence the policy design critically along with their business practices and corporate governance so that they can assure the best outcomes for all their stakeholders along with the larger society where they operate.
The University of Melbourne has many social media channels and accounts such as Facebook, Twitter, Instagram, TikTok, LinkedIn, Youtube, WeChat, Weibo. Each of these accounts and channels are generally used for sharing knowledge and information about various things of interest in the academic community (Nason et al. 2015). Almost 80% of the population of Australia is on the social media and uses it extensively, and the major portion of this percentage is made up of the younger generation. That is potentially 80% of the Australian population that the university can connect with and market their services for free (Alhabash and Ma 2017). Although realistically it is not possible to affect so many people but it is a figure which cannot be denied in anyway (Kern et al. 2016). The strategies of the social media are the base and heart of marketing enrolment programs. Social media platforms like Facebook, Instagram, Twitter, LinkedIn if managed well offers a strong image of the university that is considered authentic by many potential applicants over other channels and mediums. Social media offers a powerful way to develop the business of Melbourne university by connecting with various prospects and offering them valuable information on the university which will indefinitely increase the chances of them applying.
Facebook is a social networking platform based in America but operates globally. It was founded by Mark Zuckerberg in 2004. The headquarters of the company is located at Menlo Park, California. Facebook is used on a daily basis by more than 2.7 billion users which makes it a significant social media marketing platform for many business organisations. Facebook has options for creating business pages which can help institutions like Melbourne to connect with their potential service users and applicants (Assimakopoulos et al. 2017). These facebook business pages allow businesses to expand their presence on the internet.
Facebook business pages are a great way to promote the business online. These pages are free and provide a budget-friendly strategy to reach millions of audiences (Peruta and Shields 2018). Melbourne university has a facebook business page which it uses to determine the demographics of their facebook audience to create a robust marketing strategy which can better target the marketing campaigns. Melbourne university management has linked their university website with their facebook business page which drives more traffic towards their website. This is a great strategy to grow their online presence as well as increase their online reach. The university have updated all information regarding their institution on their facebook page which helps to provide a quick idea to potential applicants who will then visit their website to gather more detailed information about their courses and other services they offer. Facebook is a common place where all prospective students, parents, alumni as well as current students are present which creates a virtual community for the university. Facebook helps the university to promote virtual university tours that can be accessed by millions of prospective students (Fink et al. 2020). Facebook has a review feature which lets current students, employees, alumni to write about their experience which helps other people who are considering Melbourne university.
The university of Melbourne is one of the universities in Australia which has a meme page on their facebook which are set up by the current students. These allow the students to post pictures and messages about their university experiences which provides a better insight into the campus life of Melbourne university for prospective students.
Facebook also offers features such as creating groups within the larger community of Melbourne University. They have several groups for their current student as well as the Alumni batches. These groups are consistently active on the social media which helps the university to maintain a better connection with its entire community (Alhabash and McAlister 2015). The Melbourne university also holds social media events for the current students to engage in conversations and ask questions to various important members of the community. They recently collaborated with a social media platform named as “OurSay” which presented opportunities to the students to post questions on contemporary issues and problems to people who have the power as well as authority to change things in the society like president and vice chancellor of the student unions. Facebook business pages and groups also allow the Melbourne University to post updates about recruitment along with other departmental job vacancies. The purpose of the pages and groups in facebook is so that they can stay connected with the larger community which includes prospective students, their parents, current students, alumni and professors (Prihadini, Nurbaity and Rachmadi 2020). One great way to increase the online presence and keep the online connection and communication strong is to constantly post updates like pictures, videos, posts on various interesting topics or issues that are taking place in Australia or around the world which will allow the online community to participate in discussions. Facebook also allows the user to create events which can be both offline or online. People can mark themselves as interested, going and not going against these events, hence facebook also allows the university management to advertise their events which is also a quick way to get a fast response on the event rather than putting up physical fliers and handouts in the neighbourhood.
Instagram is a social networking service which allows the user to post videos and photos in their “Insta” profiles. It was created by Mike Krieger and Kevin Systrom in October 2010. It was purchased by Facebook in April 2012 for approximately US$1 billion in stock as well as cash. The application allows its users to upload pictures and videos or reels which can be edited with various filters and are generally organised with geographical tagging as well as hashtags. The posts in Instagram can be shared with pre-approved followers or publicly as well. Businesses and individuals use this platform to browse trending contents as well as advertisements of other business organisations and services. It is used by the University of Melbourne as a social media platform for engaging with the community and simultaneously as a marketing tool for their business.
University of Melbourne has a business account on Instagram which it uses to post media about its various events and activities as well as the achievements of previous or current students. It also posts information about various contemporary issues and problems to keep the community engaged in. This platform helps the university to give a sneak peak into the campus life of the students who study in Melbourne university. It also provides engaging questions and information about various health problems and answers the questions posted by individuals from the community (Robinson, Wheeler and Damron 2019). Apart from all this it also provides tools for selling products and services. The Melbourne university uses Instagram for posting Instagram stories and posts as well as streaming live videos where they can show the prospective students a live look behind interesting activities and/or research (Almeida and Morais 2020). They also use relevant hashtags which helps other users probably those that are current students or alumni to access the university’s media. Hashtags also helps businesses to segregate the important media posts from the rests. It also has a feature where students and individuals who belong to the Melbourne university community can post on the business page of the university by adding #unimelb, this gives the university permission to repost their posts.
Businesses like the university of Melbourne also has the option to advertise on Instagram just like facebook. There are three advertisement formats on Instagram which are used by the Melbourne university to promote their educational services and advertise for recruitments. Photo ads almost look like regular posts comprising of pictures but they carry a sponsored label which is situated above the picture. These posts also have a learn more option at the bottom which if clicked by an individual will provide details of the post. Just like photo ads there are video ads as well which look like regular posts consisting of videos but just like the photo, it comes with a sponsored label on the top and a learn more option at the bottom. Lastly, Instagram also have an option for Carousel ads which almost looks identical to photo ads but allows multiple pictures that can be swiped by the users or individuals (Oluwasola 2020). These formats usually appear on the home feed of the university. Melbourne university also embeds their Instagram posts on their websites which shows visitors that they are present on the Instagram platform which will help them to gain followers. They also use various Instagram influencers to promote their business and people who have earned a name for themselves in the business world (Galan, Lawley and Clements 2015). The Melbourne university also use Instagram to interact with their community and foster new relationships online with prospective students or families looking for information on their institution. They also use interactive question feature of Instagram where people post questions about their business or related aspects and the university answers those questions.
It is employment and business oriented American online service which can be operated through mobile application or through websites. The platform was launched on 5th May, 2003. The platform is intended for increasing the professional networking of an individual or a business by allowing employers and businesses to post about job vacancies and individuals who are potential job seekers to post their resumes. LinkedIn is used by the University of Melbourne to primarily post about job vacancies and updates. It helps them to recruit potential researchers who can assist the university in their major researches as well as recruit professors and lecturers for the various departments (Florenthal 2015).
LinkedIn is used by Melbourne university as a tool for networking by interacting with individuals, connecting with various people and creating a business profile which stands out from the rest. The university uses it to connect with students and colleagues as well as people who are prospective students or faculty members. The university has a LinkedIn business page which features blog posts, videos, infographics and various news about the business and economic world (Moreno-Delgado, Orduna-Malea and Repiso 2020). LinkedIn also has an additional feature where it lets its users publish exclusive written contents on their platform which allows Melbourne university to publish blogs and contents written or created by the talented staff and students (McCabe 2017). This also helps the university to increase their social engagement in their LinkedIn profile as well as increase their universities reputation. Having a profile on LinkedIn allows the university to boost their online reputation as platforms like LinkedIn are showed on the top of a search list when individuals or potential students are searching for them (Komljenovic 2019). LinkedIn also allows the Melbourne university to form strategic partnerships with potentially 61 million senior level influencers.
Although the most important use of LinkedIn for developing Melbourne university’s business is to find new talents by posting job openings as well as sending direct messages about job openings to the interested individuals. The university management uses advanced search options such as boolean search to find the exact talents they are searching for. It also allows the university to track the candidates easily as well as manage and sort them.
YouTube is a popular online platform for videos which is maintained by Google. It was founded in February 2005 and its headquarters are located in San Bruno, California. Users need to subscribe to the channels of other businesses or users to get updates about their posts. The university of Melbourne uses YouTube as a channel to upload informational videos about the various courses they offer, the departmental researches and studies done by them and so on. It often features videos and informational discussions on their YouTube page which is spoken by the alumni. This technique is known as word-of-mouth marketing technique and is used extensively by universities to promote their business as prospective students find it easy to trust alumni students. YouTube is a platform where businesses can demonstrate their products, goods and services as the information is accessed by billions of users. Melbourne university also uses YouTube as a tool to engage with the community members, this can be done by replying back to the comments posted by people on their videos. The university also uses YouTube to demonstrate their educational expertise in the field of business and economics which helps to attract potential students. It is also used by the university to solve doubts and answer community questions which increases their reach as well as presence.
TikTok is an online video sharing and creating application that was created in 2017. Most of the content was based upon musical performances and was mostly used by teenagers. TikTok users do not need to create any profile to use it unlike other media platforms. The Melbourne university uses the advertising features of TikTok for promoting its educational services and business. Currently TikTok has advertisements in three diverse formats which are brand takeover, hashtag challenges and in-feed ads (Bossen and Kottasz 2020). Although the paid advertisement is a fairly new section it is used by many universities and businesses across Australia. TikTok is also used by the Melbourne university to showcase their campus grounds which can attract potential applicants. This is also a budget friendly approach as the application can be used for free. It offers the university to come up with creative contents featuring their students and staff which helps to attract more people. The Melbourne university uses TikTok to both publish informational video contents as well as fun contents created by current students or alumni members. It helps to maintain communication within the university community as well as provides a sneak into the university life for prospective students. Another strategy used by the university to promote their business and attract future students through TikTok is to show what the students are up to in their lives, these are called “Slice of Student Life”. The Melbourne university also does recruitment on TikTok by sending prospective students recruitment focused messages.
Twitter is a great online platform for promoting business as it allows universities like Melbourne to participate in a number of aspects which helps to nurture the relationship between student and university (Mogaji 2019). It allows Melbourne university to share their research as well as earn valuable feedback from the online community comprising of current students, alumni, fellow researchers, staff and prospective students and family members (Witzig, Spencer and Myers 2017). Melbourne university also frequently does student takeovers which provides opportunities to current students to reflect about their university experiences which provides information to potential students (Kimmons, Veletsianos and Woodward 2017). The university also uses tweet chats as a marketing technique to engage within the community, interest new followers (Veletsianos et al. 2017). It also provides the Melbourne university with an online platform to rally behind significant causes which helps them to boost their ethical practice and maintain a good image in the community (Palmer 2016). Melbourne university also does frequent contests on twitter with their students to increase their online engagement and attract new followers (Shields 2016). Twitter is thus a great marketing tool and can be used to understand the community sentiments towards the university (Stuart, Thelwall and Stuart 2019).
The university of Melbourne uses WeChat to mostly advertise their university and educational services to the overseas potential students. WeChat ads are used by Melbourne university to promote new courses and depending on the level of creativity they use they affect a lot of students through this. The university also uses WeChat as a personal messaging tool within the university community. It is also used for educational advertisement campaigns for promoting information about their educational services, courses and researches (Yu et al. 2020).
Weibo is an app for microblogging which was launched in 2009 by Sina Corporation. It is almost similar to twitter in its uses. Although it has a much smaller audience than the rest of the online media platforms discussed it is used by Melbourne universities to publish student and staff blogs. It is a platform where picture and video sharing are common followed by features of animated emoticons, page layouts, music and so on (Boulianne 2015). Universities like Melbourne can also recruit students through the use of polls in posts. Weibo also features advertising options for its users which allows the Melbourne university to put up ads on a variety of platforms like Fan headline, fan tunnel, banner ads, search engine promotion (Sanghvi 2020).
The current social media usage of the University of Melbourne presents a twofold issue which includes challenges faced by the business and challenges that present themselves with overuse of the internet. Some challenges may include keeping up with the regular updates and features, building a community of influencers and followers, no formal or any set strategies. There are also risk of bad publicity and reviews which can greatly hinder their business. If the social media presence is not monitored everyday then there will be no benefits for the business which is why it is important to remain active. There are also lots of inappropriate behaviour found on the social media platforms which unnecessarily troll and demean people (Barlow et al. 2015). Social media platforms are often not secured and include a lot of risks like hacking, cybercrime and so on (Ma et al. 2019). According to academics, when students use the social media platforms like Facebook, Instagram and twitter extensively then it might negatively impact on their studies (Tunnecliff et al. 2015). It could lead to wasted time and unproductive behaviour. It may also contribute to the development of anti-social behaviour by the student. Social media platform causes distractions and excessive social media use can have ill effects on health.
Although Melbourne university has a huge online reach and presence due to the number of social media platform that it uses but still there remains gaps which can be filled by these additional media platforms which can help them with their marketing strategies as well as promoting the business and activities of the institution. They can create accounts and profiles in Google+, Reddit, Pinterest and Quora which are great creativity and discussion platforms and are used by a huge number of individuals and businesses (Tuten 2020). They can also use additional microblogging sites like Tumblr which are very popular among students and budding writers. Further video related apps that can be used by Melbourne university include Vimeo and Periscope which have additional features for editing videos.
Therefore, it can be concluded from above that social media is used extensively by the University of Melbourne in marketing strategies and establishing their online presence. It is also used by them to develop their business along with promoting information about various educational services and courses to the prospective students. The University of Melbourne has many social media platforms in which they are active which includes Facebook, Twitter, Instagram, WeChat, YouTube, Weibo, LinkedIn as well as TikTok. Some of these sites are used for advertisements and to exchange information and academical knowledge and some are used to post informational videos and reels and participate in recruitment campaigns. They are all used extensively to increase their brand value and promote their business along with other uses like promoting various contents and researches done by students which addresses different contemporary issues and problems. There are largescale discussions and debates conducted over the online platforms by the students as well as the professors which can attract and engage a large number of users. These channels also help them to reach their target audience. Although there are both positive and negative impacts of using social media platforms and sites, it should be kept in mind that the negative impacts are mostly avoidable if the usage is regulated and used moderately.
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