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Choosing the Right Platform for Higher Ed Content

Posted by Abby Broom on Oct 12, 2015 10:11:52 AM

 Choosing the right platform for higher ed contentOne of the most important things we focus on in the field of digital marketing is which social media platform to use for promoting different types of content. In this particular case, we are going to discuss the best platforms for Higher Ed content. Right now, Higher Ed is a booming industry in need for PR practitioners, social media specialists and marketing teams. That is where we come in.

If you were the community manager or social media manager for a Higher Ed client, where would you publish the content offers that you have so diligently developed?

When pushing out Higher Ed content, a primary focus is target audiences. There are specific audiences that this content would be more beneficial to, and it is our job to make sure those targets are reached.

The top three platforms for marketing Higher Ed content in particular are Facebook, Instagram and LinkedIn.

  1. Facebook

Choosing the Right platform for higher ed contentFacebook has a wide variety of users with people of all demographics. One target audience that is commonly looked for in Higher Ed, and that can be easily found on Facebook, is alumni. Facebook has become the leading social network for people between the ages of 35 and 54. It is important to reach alumni so that the Higher Ed client can continue to gain overwhelming support from alumni. It is also important to keep those alumni that have been supportive up to date with everything that is going on. It helps them remain supportive if they know what they are supporting.

Another thing to think about when using Facebook is the type of content you are promoting. It should be engaging and warrant discussion for the target audience you are trying to reach. Facebook allows you to post images and videos, but be sure to make use of the longer posts you can write for it as well. Don't be afraid to ask questions to spark conversations with your fans either.

  1. InstagramChoosing the Right Platform for Higher Ed Content

Just like Facebook, Instagram is at the top of the list for content viewing. Instagram tends to have a younger demographic. In this case, Instagram would be used to reach current students and fill them in on what is going on within their college. People of the younger generation tend to relate better to things through images and visuals. This is why Instagram can be so beneficial in reaching younger target audiences such as current students, prospective students and younger alumni.


  1. LinkedIn

Choosing the right platform for higher ed content

Last but certainly not least, is LinkedIn. LinkedIn is a growing tool for businesses of all kinds. LinkedIn also targets a variety of audiences but more specifically business leaders and companies. It is a good over-all tool to use for marketing your clients' content. Having a respectable presence on LinkedIn is praised as extremely organized and professional. Where Facebook can be used for some more lighthearted posts, stick to professional updates for LinkedIn.


So, if you are looking to successfully market content for a Higher Ed client, then these are the platforms that I would recommend taking advantage of. Just remember to factor in what audience you are trying to reach in your content so you know which one of the big three platforms to use. And as always, Twitter should be short updates and quick links, Facebook a little longer and more discussion based, Instagram for visuals and LinkedIn strictly professional.

If you want to see what choosing the right platform for higher ed content and using other Inbound practices can do for a higher ed brand like yours, check out the FREE case study below.

HCOB Case Study CTA

photo credit: Social Media Class via photopin (license)

Topics: higher ed inbound marketing

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