The Do's & Don'ts of Social Media in Higher Education

Dec 25, 2022


Welcome to Praiseworthy Consulting, your go-to source for expert advice in leveraging social media effectively in the field of higher education. In today's digital age, social media has become an indispensable tool for educational institutions to connect with their students, promote their programs, and enhance their overall brand presence.

Why Social Media Matters in Higher Education

Social media platforms offer unique opportunities for higher education institutions to engage with their target audience. With billions of active users, platforms such as Facebook, Instagram, Twitter, and LinkedIn can serve as powerful marketing channels for universities, colleges, and other educational organizations.

Building Brand Awareness

By maintaining a strong presence on social media, educational institutions can build brand awareness and establish themselves as thought leaders in their respective fields. Consistent posting of valuable content, such as informative blog articles, educational resources, and campus updates, can help attract prospective students and keep current students engaged.

Engaging with Students

Social media platforms allow educational institutions to connect directly with their student community. By regularly interacting with students through comments, direct messages, and engaging content, institutions can strengthen relationships and foster a sense of community among their students. This can contribute to higher student satisfaction and retention rates.

Promoting Programs and Events

Social media provides a cost-effective way to promote educational programs, events, and initiatives. Institutions can create targeted ad campaigns, share event details, and showcase success stories to attract prospective students and encourage attendance. Additionally, live streaming platforms can be utilized to broadcast lectures, panel discussions, and other educational activities in real-time.

The Do's of Social Media in Higher Education

1. Develop a Strategic Plan

Before diving into social media, it's crucial to create a comprehensive strategy tailored to your institution's goals and target audience. Identify your key messages, content themes, and desired outcomes. Set measurable objectives and establish a content calendar to ensure consistency and relevancy.

2. Choose the Right Platforms

Not all social media platforms are created equal. Conduct research to determine which platforms your target audience frequents the most. Focus your efforts on those platforms, as they are likely to yield the best results. For example, if you primarily cater to professionals or graduate students, LinkedIn might be more effective than Snapchat.

3. Create Engaging and Shareable Content

Content is king, especially on social media. Create a variety of content formats, including informative articles, visually appealing images, engaging videos, and interactive polls or quizzes. Encourage your followers to share your content with their networks, which can expand your reach and attract new prospective students.

4. Utilize Student Ambassadors

Engage your current students by utilizing them as social media ambassadors for your institution. Encourage them to share their experiences, achievements, and insights through testimonials, takeovers, or live Q&A sessions. This authentic approach can resonate with prospective students and help humanize your institution.

5. Monitor and Respond to Feedback

Monitor social media channels for mentions, comments, and messages related to your institution. Promptly respond to inquiries, address concerns, and thank individuals for positive feedback. Showcasing excellent customer service on social media can enhance your institution's reputation and build trust among your audience.

The Don'ts of Social Media in Higher Education

1. Neglecting Privacy and Confidentiality

Be cautious when discussing sensitive matters, student data, or confidential information on social media platforms. Ensure compliance with privacy laws and institutional policies to safeguard the privacy of your students and prevent any potential breaches.

2. Overwhelming Followers with Excessive Content

Avoid bombarding your followers with an overwhelming amount of content. While consistency is vital, excessively posting can lead to user fatigue and followers unsubscribing from your channels. Find a balance that keeps your audience engaged without overwhelming them.

3. Ignoring Negative Feedback

Negative feedback is bound to happen on social media. Instead of ignoring or deleting negative comments, use them as an opportunity to showcase your institution's commitment to continuous improvement. Respond thoughtfully, address concerns, and take necessary actions to rectify the situation.

4. Lack of Regular Updates

Inactive social media accounts can give an impression of neglect or disinterest. Consistency is key in social media management. Regularly update your profiles with fresh content, engage with your audience, and maintain an active presence to keep your followers informed and interested.

5. Solely Focusing on Self-Promotion

Avoid overtly self-promotional content. Instead, strive to provide value to your audience by sharing educational resources, industry insights, and relevant news. Establishing your institution as a reliable source of information will attract and retain an engaged follower base.


In conclusion, social media presents numerous opportunities for higher education institutions to connect with their audience, promote their brand, and foster meaningful relationships. By following the do's and avoiding the don'ts, educational institutions can create impactful social media strategies that drive engagement, enhance their reputation, and attract prospective students. At Praiseworthy Consulting, we specialize in providing consulting and analytical services to help educational institutions navigate the ever-changing landscape of social media in higher education. Contact us today and let us help you unlock the full potential of social media for your institution!

Monica Oei
I completely agree! Social media is now an essential part of any university's marketing strategy. It's amazing how platforms like Facebook, Instagram, and Twitter can help create a stronger connection between universities and students. By utilizing these platforms effectively, universities have the opportunity to showcase their programs, events, and achievements, ultimately enhancing their reputation and attracting more students. I found this guide to be very informative and detailed. It has definitely provided me with some valuable tips and insights on how to navigate the ever-changing social media landscape in higher education. Kudos to the author!
Nov 12, 2023
Kathryn Hall
Great guide! 😃 Really helpful for universities wanting to up their social media game. 🎓📱
Nov 8, 2023