Strategies for Using Facebook in College Marketing

image by Tashatuvango via Adobe Stock

Facebook, the most popular social network in the world, is likely the centerpiece of your higher ed social media presence. But using it is not the same as having a solid Facebook strategy.

First, let me address a frequently asked question:

“Should we still be on Facebook at all, since Gen Z is increasingly using other platforms?”


While studies are showing Gen Z is falling off of Facebook, the largest group for college marketing — alumni and parents — are still strong users. These are primary influencers, and keeping them engaged is vital to your overall strategy.

Speaking of strategy … As I said of Twitter in my last blog post, Facebook with no strategy will get you nowhere:

What makes Facebook so challenging is that it’s so well established, and offers so many ways to engage, that users expect a lot more from account managers than activity. They expect an experience.

Read on for tips on how to use Facebook for college marketing.

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Bart Caylor

President & Founder Caylor Solutions Husband. Dad. Learner. Thinker. Branding, Marketing, Problem Solver for Education. Apostle's Creed. #highered #marketing