An Analysis of Content Marketing on Social Media by Five Top Global Universities


Social media are used increasingly by higher education institutions (HEIs) to promote brands and connect to stakeholders. The authors analyzed post type and post content on Facebook posted by five selective universities of Top 20 QS World Ranking University 2022: Massachusetts Institute of Technology from USA, University of Oxford from UK, ETH Zurich-Swiss Federal Institute of Technology from Switzerland, National University of Singapore from Singapore, and Tsinghua University from China. This study followed the 12 post types: alumni, announcement, campus, curriculum, events, faculty, image and reputation, industry, others, products, research, and students to segment post types, and expressions such as likes and comments are used to evaluate engagement. The study found that from 2,232 posts by the selective institutions, the top five most frequently posted are research, faculty, students, events and announcements. Compared to engagement, beautiful spots on campus, and curriculum gained the most engagement, students’ life also gained high engagement as found in previous papers together while research is still in the top five. Interestingly, the “others” post type, which contained content from external outsources, was also found with high engagement in this study. From findings, the authors suggested HEIs may pay attention to updated content or stories that matter from external sources or promote other topics not related to the university but that have an impact at the national or international level as useful content to make users or followers engaged.

Author Information
Worada Apirat, Mahidol University International College, Thailand
Phanita Pooteang-on, Mahidol University International College, Thailand

Paper Information
Conference: ACEID2023
Stream: Higher education

This paper is part of the ACEID2023 Conference Proceedings (View)
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To cite this article:
Apirat W., & Pooteang-on P. (2023) An Analysis of Content Marketing on Social Media by Five Top Global Universities ISSN: 2189-101X – The Asian Conference on Education & International Development 2023 Official Conference Proceedings
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Posted by James Alexander Gordon