Universal Journal of Educational Research Vol. 9(3), pp. 693 - 701
DOI: 10.13189/ujer.2021.090329
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Social Media Marketing of Higher Education in Africa: Perspectives from Facebook

Kehdinga George Fomunyam ^*
Teaching and Learning Development Centre, Mangosuthu University of Technology, South Africa

ABSTRACT

Social media can be referred to as a group of internet-based applications that build on the ideological and technological foundations of Web 2.0, and allow the creation and exchange of user-generated content as well as interactive discussion. This article examines marketing in tertiary institutions in Africa using social media, but focuses on Facebook. Exploring the importance of social media marketing as a channel of communication to maximize an institution's appeal to its target audience, this paper seeks to present its importance in tackling competitive challenges and ensure the alignment of goals and resources. Most African higher educational institutions (HEIs) have adopted Facebook as the key instrument in social media marketing, with the intent of projecting a superior brand for the purpose of interacting with alumni, current students, attracting prospective applicants and ultimately increasing enrolment numbers. AI, Automation & AR, retargeting, automation tools and virtual tours are just some of the new and emerging tools and applications that are explored on Facebook by HEIs as a means of building new relationships and fostering existing ones. This study analysed data from 10 higher institutions in 10 countries drawn from all 5 geographical regions across Africa; South Africa, West Africa, East Africa, North Africa and Central Africa. Findings reveal that just like the majority of the African social media population, African universities engage predominantly on Facebook with all 10 universities running an active Facebook handle, showing a 100% adoption rate.

KEYWORDS
Marketing, Higher Education, Africa, Facebook, Branding, Social Media

Cite This Paper in IEEE or APA Citation Styles
(a). IEEE Format:
[1] Kehdinga George Fomunyam , "Social Media Marketing of Higher Education in Africa: Perspectives from Facebook," Universal Journal of Educational Research, Vol. 9, No. 3, pp. 693 - 701, 2021. DOI: 10.13189/ujer.2021.090329.

(b). APA Format:
Kehdinga George Fomunyam (2021). Social Media Marketing of Higher Education in Africa: Perspectives from Facebook. Universal Journal of Educational Research, 9(3), 693 - 701. DOI: 10.13189/ujer.2021.090329.