Ideas for Your Online Presence Before, During, and After Your Talk or Presentation
The best time to share about your upcoming talk or presentation is before it happens. Some people find that their most engaged post on social media is announcing that you’ve submitted your abstract to speak (or your publication). People are excited by the possibility and what you care about. Telling your story of your upcoming speaking engagement is a great way to do that.
Sharing on social media can start early, but I don’t want you to think it’s the only way to help your online presence and the people coming to your talk. You’re going to explore many ideas today, but you don’t have to try all of them. I hope that there’s at least one idea that resonates with you and you’d feel comfortable trying it yourself.
Before your speaking engagement
When you submit an abstract for or are invited to speak
Add your website URL and social media handle to your bio. This will help people find you before, during, and after your presentation.
I’ve just submitted an abstract to speak at…
Announce that you’ve submitted – If you’ve been invited to speak, a good time to share on social media is when you’ve agreed or committed to that engagement. It’s great to add your social media handle and a link to your personal academic website if you have one, along with your bio. You might add that information to your CV.
Connect with people before you go
Once your talk is confirmed, you can add it to your website and you might take time to connect with your fellow panelists or event organizers before the event.
Conference Hashtag
If there is one, you can check out the conference hashtag and make plans with people who will also be at the event that you want to see, especially if you live in different cities or countries.
Business cards
If you have a business card, add your social media handle and website there is a good idea.
Share your talk on social media
When you’re sharing your talk on social media, people need more information than you expect. They need to know what your talk is about, when your talk is to know if they can attend, what the event is, and any link where they can learn more information. This is something you can share on any social media platform or across all your platforms.
Some professors hesitate to share their upcoming talk on Facebook where they may have a more personal audience, but these people are excited by what you care about when it comes to your research and how you choose to spend your energy. You might include , on all social media posts, any definition or story that helps people better understand why this talk or research matters to you.
Tag people or organizations that are related to your talk or event.
The conference hashtag can be added to your post about your talk but you can also add a hashtag that relates to the topic of what you are presenting on.
You can share the post about your talk before, during or after the event.
Create a graphic or infographic
If you create a graphic or share an image to go with your talk, a great resource is Writing image Descriptions on Accessible Social – which helps you create social media posts accessible for people with disabilities.
These are ideas are for your online presence and networking while a conference or event is happening.
Check out the conference hashtag, again
If you checked out the event hashtag, you might find that people weren’t using it. Once the event starts, you can start using the conference hashtag and check it out! See if there is a conversation you want to be part of, or an event you want to check out.
Be open about your online presence
The best thing you can do for your online presence while at an in person event, is to be open that you have a website or that you’re on social media.
Help people find and connect with you
You can make this easier for people by making a QR code that helps people go to your website, have this info on a business card, create a hand out with information or resource about your talk (that includes people need to your online presence) , or use an end slide in your presentation to help people connect with you after the event is over.
Resources to take home and share
When you create a resource like a handout or links /slides to share, that can go on your personal academic website. They can also be shared on social media using that conference hashtag to help people find this resource that you’ve already taken the time to gather.
Will this be recorded?
Ask if there is going to be a recording. Sometimes, there isn’t an official recording but you can ask if you can record yourself.
Stay connected once you’re gone
Connect with people you meet or you like and admire on social media, while at the conference. Helps others be more likely to learn about you.
It’s okay if you don’t do any of that too
I have never had time for any of that at conferences, personally. In person events can be overwhelming for me as an introvert. Because of that, I don’t have the brain capacity to remember things like take a photo, much less record some videos.
Anything I just talked about – some of those things can be prepped in advance others you don’t have to do live (you can do afterward)
Next are ideas you can do after your presentation or talk is over.
After your talk is over
Record your talk
Whether there was a recording of your talk or not, you could always record your talk and slides using zoom, then post the video to your website or social media. There are options to share the full version of your talk, if you like to. You can just share the title slide, or full text version of the talk, or even the full slides.
Connect with people when you’re back at home
If you didn’t connect with people during the event, sometimes connecting AFTER the event is easier. You can look at the conference hashtag. Look through the business cards you collected. See the conference program and look at the bios to see who is on social media.
Create and/or share resources
If you didn’t have resources to share at your talk, if there are things you want people to know after the fact, you can create a graphic or handout that is shareable on social media or a page on your website.
Celebrate other people
While you can post about your own talk, you can also post about your panel and thank the conference and event organizers. If you want to participate in the conference community but not want to talk about your own talk, you can celebrate others instead. It’s a great opportunity for PIs to celebrate their lab members or grad students who are at the event. There are so many ways to celebrate people instead of yourself, if that feels comfortable or more exciting for you.
These don’t have to be professional shots. A messy desk shot or photo of you working on your slides or going over your notes on the plane. Something that feels quick or easy to you.
Take pictures during the event
Snap a photo of things you see, people you meet, friends you catch up with. Ask someone to take photos of you while you’re speaking or pose at the conference.
You could record a video of your talk
This can be before, during, or after the event.
You can record a video about your talk
Record a short video introducing your talk and the main takeaways. This video is especially for people who couldn’t be there live for your presentation.
Record some b-roll
If you like video, record b-roll video. Take a sip of coffee, getting ready to speak, short travel clips, video of fellow panelists or friends. These might be put into a longer video or Instagram reel.
But these might feel like too much – so even though they are fun ideas, don’t be stressed if you do none of them.
Ideas for Your Online Presence Before, During, and After Your Talk or Presentation
The best time to share about your upcoming talk or presentation is before it happens. Some people find that their most engaged post on social media is announcing that you’ve submitted your abstract to speak (or your publication). People are excited by the possibility and what you care about. Telling your story of your upcoming speaking engagement is a great way to do that.
Sharing on social media can start early, but I don’t want you to think it’s the only way to help your online presence and the people coming to your talk. You’re going to explore many ideas today, but you don’t have to try all of them. I hope that there’s at least one idea that resonates with you and you’d feel comfortable trying it yourself.
When you submit an abstract for or are invited to speak
Add your website URL and social media handle to your bio. This will help people find you before, during, and after your presentation.
I’ve just submitted an abstract to speak at…
Announce that you’ve submitted – If you’ve been invited to speak, a good time to share on social media is when you’ve agreed or committed to that engagement. It’s great to add your social media handle and a link to your personal academic website if you have one, along with your bio. You might add that information to your CV.
Connect with people before you go
Once your talk is confirmed, you can add it to your website and you might take time to connect with your fellow panelists or event organizers before the event.
Conference Hashtag
If there is one, you can check out the conference hashtag and make plans with people who will also be at the event that you want to see, especially if you live in different cities or countries.
Business cards
If you have a business card, add your social media handle and website there is a good idea.
Share your talk on social media
When you’re sharing your talk on social media, people need more information than you expect. They need to know what your talk is about, when your talk is to know if they can attend, what the event is, and any link where they can learn more information. This is something you can share on any social media platform or across all your platforms.
Some professors hesitate to share their upcoming talk on Facebook where they may have a more personal audience, but these people are excited by what you care about when it comes to your research and how you choose to spend your energy. You might include , on all social media posts, any definition or story that helps people better understand why this talk or research matters to you.
Tag people or organizations that are related to your talk or event.
The conference hashtag can be added to your post about your talk but you can also add a hashtag that relates to the topic of what you are presenting on.
You can share the post about your talk before, during or after the event.
Create a graphic or infographic
If you create a graphic or share an image to go with your talk, a great resource is Writing image Descriptions on Accessible Social – which helps you create social media posts accessible for people with disabilities.
The next ideas are for things you can do while the event is happening.
Check out the conference hashtag, again
If you checked out the event hashtag, you might find that people weren’t using it. Once the event starts, you can start using the conference hashtag and check it out! See if there is a conversation you want to be part of, or an event you want to check out.
Be open about your online presence
The best thing you can do for your online presence while at an in person event, is to be open that you have a website or that you’re on social media.
Help people find and connect with you
You can make this easier for people by making a QR code that helps people go to your website, have this info on a business card, create a hand out with information or resource about your talk (that includes people need to your online presence) , or use an end slide in your presentation to help people connect with you after the event is over.
Resources to take home and share
When you create a resource like a handout or links /slides to share, that can go on your personal academic website. They can also be shared on social media using that conference hashtag to help people find this resource that you’ve already taken the time to gather.
Will this be recorded?
Ask if there is going to be a recording. Sometimes, there isn’t an official recording but you can ask if you can record yourself.
Stay connected once you’re gone
Connect with people you meet or you like and admire on social media, while at the conference. Helps others be more likely to learn about you.
It’s okay if you don’t do any of that too
I have never had time for any of that at conferences, personally. In person events can be overwhelming for me as an introvert. Because of that, I don’t have the brain capacity to remember things like take a photo, much less record some videos.
Anything I just talked about – some of those things can be prepped in advance others you don’t have to do live (you can do afterward)
Next are ideas you can do after your presentation or talk is over.
Whether there was a recording of your talk or not, you could always record your talk and slides using zoom, then post the video to your website or social media. There are options to share the full version of your talk, if you like to. You can just share the title slide, or full text version of the talk, or even the full slides.
Connect with people when you’re back at home
If you didn’t connect with people during the event, sometimes connecting AFTER the event is easier. You can look at the conference hashtag. Look through the business cards you collected. See the conference program and look at the bios to see who is on social media.
Create and/or share resources
If you didn’t have resources to share at your talk, if there are things you want people to know after the fact, you can create a graphic or handout that is shareable on social media or a page on your website.
Celebrate other people
While you can post about your own talk, you can also post about your panel and thank the conference and event organizers. If you want to participate in the conference community but not want to talk about your own talk, you can celebrate others instead. It’s a great opportunity for PIs to celebrate their lab members or grad students who are at the event. There are so many ways to celebrate people instead of yourself, if that feels comfortable or more exciting for you.
These don’t have to be professional shots. A messy desk shot or photo of you working on your slides or going over your notes on the plane. Something that feels quick or easy to you.
Take pictures during the event
Snap a photo of things you see, people you meet, friends you catch up with. Ask someone to take photos of you while you’re speaking or pose at the conference.
You could record a video of your talk
This can be before, during, or after the event.
You can record a video about your talk
Record a short video introducing your talk and the main takeaways. This video is especially for people who couldn’t be there live for your presentation.
Record some b-roll
If you like video, record b-roll video. Take a sip of coffee, getting ready to speak, short travel clips, video of fellow panelists or friends. These might be put into a longer video or Instagram reel.
But these might feel like too much – so even though they are fun ideas, don’t be stressed if you do none of them.
I drew much inspiration from this morning’s listen to Derrick Bruff’s interview with Jane Southworth about AI across the curriculum. Derrick Bruff’s podcast, Intentional Teaching, gives us bountiful opportunities to learn from the experiences of educators who are transforming educational experiences for students across a wide variety of disciplines and contexts. While the episode did focus on what is obvious from the title, AI Across the Curriculum, I drew a lot of inspiration well beyond just that topic of AI. There are many layers of what they talked about that go well beyond the broad topic of artificial intelligence. Other aspects of leading and teaching within a university context are shared well beyond the particular initiative they discuss.
Jane talks about the difficulty of making such a massive change across a complex institution. She made a few jokes about the difficulties, although she said it was such lightheartedness that I felt such kindness toward her in what must have been such challenging endeavors. Consider what it takes to make something like this happen, and all the committee work that it takes, all the different people that are need to be talked to, all the perspectives to consider. The intricacies, not just to make something work, but to make the fruit of that work visible to students such that they enroll in the program and pursue the educational aims beyond the requirements for their majors. Jane shares examples of them starting an AI certificate program within their curriculum. The mammoth effort that it was to make that technically possible from an operations standpoint, such that someone could take the right classes and that they would go through all the curriculum committees and get that to work within their policies and procedures is one thing. But another layer I found quite fascinating was how do you then make that visible to students such that they’re even aware that this certificate exists and that they find it of interest and worthwhile to pursue further learning.
As Sam Cooke sang years ago, I also “don’t know much about geography.” There’s no doubt in my mind that I have subscribed to some of the myths that Jane described about her discipline of geography. Jane described how in the United Kingdom, when she was in college, that it was the third or fourth most popular degree. Geography graduates found themselves receiving among the highest earnings as they left school, as well as being surprised when they discovered just how much more the field is than studying rocks, like they had initially believed.
The holiday break is a perfect time for leveling up your knowledge, igniting your HR spark, and collecting wisdom to share with your team. These book recommendations have been hand-picked by CUPA-HR colleagues for their insights into topics like change management, inclusion and belonging, and daring leadership. They make great team book club reads, too!
Grab a warm beverage and cozy up with one of these HR reads.
For bold leaders…
Vulnerability might not spring to mind as the most important trait in a leader, but in Dare to Lead, Brené Brown encourages leaders to tune into their hearts as much as their minds.
For the everyday superstar…
In Hidden Potential, Adam Grant, a Wharton School of Business professor, says that we all have the ability to improve. You don’t have to be a prodigy or work yourself to the point of burnout, but instead be willing to learn and develop your character.
For the inventor…
If you’ve ever pondered creative ways to do more with less, check out A Beautiful Constraint by Adam Morgan and Mark Barden. Jay Stephens, vice president of people and culture at the University of Montana, says “it’s a great book for higher ed, where we tend to live with a scarcity mindset.”
For the team leader who’s always learning…
The Five Dysfunctions of a Team by Patrick Lencioni is a perennially popular book. Written in the form of a fable, it addresses some common team issues, like lack of trust, fear of conflict, and avoidance of accountability.
For those looking to stress less…
Jennifer Moss, a keynote speaker at the 2024 CUPA-HR Annual Conference and Expo, is a leading voice in fighting burnout. The Burnout Epidemic argues that organizations must take the lead in developing an anti-burnout strategy that moves beyond apps, wellness programs, and perks.
For out-of-the-box thinkers…
Miranda Arjona, assistant director of HR at Rollins College, encourages embracing the qualities that make children special (and that we tend to forget when we’re all grown up). Oh, the Places You’ll Go by Dr. Seuss “encourages readers to embrace new experiences, face obstacles with courage, and keep moving forward,” while Curious George by H.A. Rey and Margret Rey “emphasizes the importance of curiosity, exploration, and learning from one’s mistakes.” Winnie-the-Pooh by A.A. Milne “offers insights into the importance of enjoying the present moment, valuing simple pleasures, and appreciating the quirks of those around us.”
Bonus tips for the book club leader (no required reading!)…
As the content specialist in training and development, Corrie Grint hosts two different book clubs at the University of Utah. Here are her tips for success.
Vary book choices. Grint chooses a mix of classic leadership books, new and popular books, and untraditional books.
Build in flexible participation. Grint bases her questions on the general principles of books like Atomic Habits, “so anyone can participate, even if they haven’t read the book.”
Structure clubs inclusively. Participation is virtual and capped at one hour.
Offer pre-session and during-session support. A week before, Grant emails out other options to supplement or replace the reading, such as a book summary PDF or YouTube video. She also provides questions similar to the ones they’ll discuss. During the meeting, she provides a summary of the principles taught, along with quotes, and asks questions along the way.
Here’s the full list of recommendations, chosen by CUPA-HR colleagues:
An Astronaut’s Guide to Life on Earth: What Going to Space Taught Me About Ingenuity, Determination, and Being Prepared for Anything by Chris Hadfield
Atomic Habits: An Easy and Proven Way to Build Good Habits and Break Bad Ones by James Clear
A Beautiful Constraint: How To Transform Your Limitations Into Advantages, and Why It’s Everyone’s Business by Adam Morgan and Mark Barden
Big Feelings: How to Be Okay When Things Are Not Okay by Liz Fosslien and Molly West Duffy
The Burnout Epidemic: The Rise of Chronic Stress and How We Can Fix It by Jennifer Moss
Career Self-Care: Find Your Happiness, Success, and Fulfillment at Work by Minda Zetlin
Crucial Conversations: Tools for Talking When Stakes are High by Joseph Grenny and others
Curious George by H.A. and Margaret Rey
Dare to Lead: Brave Work. Tough Conversations. Whole Hearts. by Brené Brown
Daring Greatly: How the Courage to Be Vulnerable Transforms the Way We Live, Love, Parent, and Lead by Brené Brown
Do Better: Spiritual Activism for Fighting and Healing from White Supremacy by Rachel Ricketts
The Dream Manager: The Secret to Attracting, Engaging, and Retaining Talent by Matthew Kelly
Emotional Intelligence 2.0 by Travis Bradberry and Jean Greaves
Endurance: A Year in Space and a Lifetime of Discovery by Scott Kelly
The Energy Bus: 10 Rules to Fuel Your Life, Work, and Team with Positive Energy by Jon Gordon
First, Break All the Rules: What the World’s Greatest Managers Do Differently by Marcus Buckingham
Fish!: A Proven Way to Boost Morale and Improve Results by Lundin, Christensen, and Paul
The Five Dysfunctions of a Team: A Leadership Fable by Patrick M. Lencioni
The 5 Languages of Appreciation in the Workplace: Empowering Organizations by Encouraging People by Gary Chapman and Paul White
Ghost Soldiers: The Epic Account of World War II’s Greatest Rescue Mission by Hampton Sides
Goodnight Moon by Margaret Wise Brown
The Guide to Good Leading series by Ari Weinzweig
Hidden Potential: The Science of Achieving Greater Things by Adam Grant
HR on Purpose: Developing Deliberate People Passion by Steve Browne
I’m No Philosopher, But I Got Thoughts: Mini-Meditations for Saints, Sinners, and the Rest of Us by Kristen Chenoweth
Invisible Women: Data Bias in a World Designed for Men by Caroline Criado-Perez
Just Mercy: A Story of Justice and Redemption by Bryan Stevenson
Leadership and Self-Deception, Fourth Edition: The Secret to Transforming Relationships and Unleashing Results by The Arbinger Institute
The Life-Changing Magic of Tidying Up: The Japanese Art of Decluttering and Organizing by Marie Kondo
The Long-Distance Teammate: Stay Engaged and Connected While Working Anywhere by Kevin Eikenberry and Wayne Turmel
Managing Transitions: Making the Most of Change by William Bridges
No Ego: How Leaders Can Cut the Cost of Workplace Drama, End Entitlement, and Drive Big Results by Cy Wakeman
Oh, the Places You’ll Go! by Dr. Seuss
The Outward Mindset: Seeing Beyond Ourselves by The Arbinger Institute
Own Your Own Work Journey! The Path to Meaningful Work and Happiness in the Age of Smart Technology and Radical Change by Edward D. Hess
The Power of Habit: Why We Do What We Do in Life and Business by Charles Duhigg
Radical Candor: Be a Kick-Ass Boss Without Losing Your Humanity by Kim Scott
Set Boundaries, Find Peace: A Guide to Reclaiming Yourself by Nedra Glover Tawwab
The 7 Habits of Highly Effective People by Stephen R. Covey
Smart Brevity: The Power of Saying More with Less by Jim VandeHei and others
Supercommunicators: How to Unlock the Secret Language of Connection by Charles Duhigg
Thanks for the Feedback: The Science and Art of Receiving Feedback Well by Douglas Stone and Sheila Heen
Think Again: The Power of Knowing What You Don’t Know by Adam Grant
Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect by Will Guidara
When Everyone Leads: How The Toughest Challenges Get Seen and Solved by Ed O’Malley and Julia Fabris McBride
For school administrators and marketers, the decision to integrate new communication tools is often met with the challenge of identifying which platform can better serve their specific needs. Regarding messaging apps, WeChat and WhatsApp are two powerful contenders that have proven effective for educational marketing, but which one is right for your school audience?
Both platforms offer distinct advantages, and understanding the nuances of each can help you decide which will deliver the most impact in your communication and marketing strategy. Let’s explore the key differences between WeChat vs. WhatsApp marketing, how each platform works, and which is best suited for various school audiences.
Struggling with enrollment?
Our expert digital marketing services can help you attract and enroll more students!
Understanding WeChat
WeChat is widely known for its dominance in China. Why do people use WeChat? WeChat is an all-in-one app that combines messaging, social media, payments, and mini-programs. It makes daily tasks—from chatting with friends to shopping, paying bills, and even scheduling appointments—easily accessible in one place. It’s the go-to platform for seamless communication and convenient, integrated services for users in China and the broader Chinese-speaking community.
WeChat has become a critical hub for creating a complete digital ecosystem for schools looking to recruit international students from China or engage with Chinese-speaking communities. It can be thought of as Facebook, WhatsApp, PayPal, and LinkedIn all rolled into one.
Reach out to us for customized, enrollment-boosting digital marketing services.
WeChat’s Audience and Features
WeChat has a massive user base, with about 1.3 billion active users, most of whom are in China and other parts of Asia. If your school targets international students from China or aims to increase engagement with Chinese-speaking parents and alumni, WeChat offers an unparalleled platform to achieve this. With its unique ability to facilitate multi-channel communication, schools can create official accounts, push content, and even handle application processing directly through the app.
WeChat’s “Mini Programs” allow schools to build customized features like event registration systems, virtual tours, and interactive alumni networks. This level of customization allows schools to create tailored experiences for their Chinese audience that go far beyond what other platforms offer.
Another significant feature of WeChat is WeChat Pay, allowing students and parents to seamlessly handle tuition fees, donations, and event payments. For Chinese families, integrating WeChat Pay within the platform removes any friction in making payments, which can be a major selling point in their decision-making process.
In terms of content, WeChat Articles are a powerful tool for pushing long-form content directly to followers, keeping them updated on the latest news from your school. Whether it’s a blog about your curriculum or updates on on-campus events, WeChat Articles allow you to connect with your audience through in-app content distribution, creating an easy flow between information sharing and engagement.
Source: HEM
Marketing Opportunities on WeChat
For schools interested in targeted advertising, WeChat offers some incredibly detailed advertising opportunities. With WeChat Moments Ads, you can reach specific demographics and showcase your school’s brand through native-style ads that appear in a user’s feed, similar to Facebook’s sponsored posts. This form of advertising is especially effective for brand awareness and reaching prospective students.
WeChat also supports group marketing, where schools can create exclusive groups for prospective students or alumni. These groups can foster discussions, share news, and create a sense of community that strengthens engagement and boosts enrollment.
Source: RMIT University | WeChat
Example: WeChat Groups allow you to address up to 40 prospects at once, making them a valuable tool for sharing important news and updates, as RMIT University does here.
The significant advantage of WeChat is its complete ecosystem—it allows schools to build an end-to-end digital experience without requiring users to leave the app. Everything from content marketing to customer service and payments can happen within this one platform, making it a powerful choice for schools targeting Chinese-speaking communities.
Understanding WhatsApp: Streamlined Communication and Global Reach
While WeChat dominates in China, WhatsApp is the global king of messaging apps, with over 2 billion users worldwide. WhatsApp is particularly strong in Europe, Latin America, Africa, and Asia, offering schools a streamlined and simple way to engage with their audience across various countries. Its ease of use and widespread adoption make it a highly effective tool for schools aiming to communicate quickly and efficiently with diverse audiences.
WhatsApp’s Audience and Features
Why is WhatsApp useful in education? WhatsApp’s audience is significantly more diverse than WeChat’s, and it’s widely used across many different countries, making it ideal for schools looking to attract international students from multiple regions. WhatsApp’s primary strength is its ability to simplify direct communication between schools, students, parents, and alumni.
WhatsApp’s Business API allows schools to create official business profiles, enabling quick interactions with current and prospective students through text, voice messages, and video calls. This personal touch can be a considerable advantage, especially when engaging with younger audiences who prefer fast, mobile-friendly communication.
Unlike WeChat, WhatsApp’s functionality is more streamlined, focusing on core communication services such as text, voice, and video messaging. This makes it a great tool for schools that want to keep communication direct without the added complexity of an all-encompassing ecosystem.
WhatsApp also allows for group communication, where you can create student, faculty, or special interest groups that foster collaboration. Schools can leverage WhatsApp groups to send updates, event reminders and even provide quick support for administrative issues. It’s also widely used for parent-teacher communication, allowing teachers to quickly inform parents about their child’s progress or upcoming events.
Source: HEM
Marketing Opportunities on WhatsApp
WhatsApp may not have the comprehensive advertising ecosystem that WeChat offers, but it does excel in personalized engagement. For schools that rely heavily on maintaining personal connections with prospective students and families, WhatsApp offers a unique ability to build these relationships through its messaging features.
One highly effective approach is using WhatsApp for direct recruitment campaigns. Schools can reach out to prospective students, answer queries, and guide them through the application process all within the app. This personal touch can often be more effective than formal emails or less personal communication methods, especially when converting prospective students into enrollees.
Another significant advantage of WhatsApp is its support for status updates—a feature similar to Instagram Stories, where schools can post time-sensitive updates or content that will disappear after 24 hours. This allows schools to engage their audience with dynamic content reflecting real-time campus events or application deadlines.
WhatsApp is also owned by Meta (Facebook). For this reason, it offers seamless integration with Facebook, making it a powerful tool for educational marketers and administrators. This connection allows schools to leverage Facebook’s vast advertising network to directly reach prospective students, parents, and alumni on WhatsApp.
By integrating WhatsApp with Facebook’s ad campaigns, you can create targeted messaging that leads users straight into WhatsApp chats. This provides a convenient way for prospects to ask questions, receive guidance, and engage with admissions. This integration enhances lead generation efforts, enables personal interaction, and smooths the communication process, strengthening the overall impact of your school’s digital marketing strategy.
Additionally, WhatsApp’s integration with WhatsApp Web means that schools can easily manage communications via desktop, streamlining the process of answering student queries or sending mass updates to a group of contacts.
Source: Online School of Hotel Management | WhatsApp
Example: Here, the Online School of Hotel Management responds directly to a potential student who has reached out with a question. WhatsApp streamlines your school’s communication with students, guiding them down the admissions funnel in a personalized manner.
WeChat vs. WhatsApp: Which Platform Suits Your School?
What is the difference between WeChat and WhatsApp? In review, they serve different purposes and audiences. WeChat is a multifunctional app primarily used in China, offering a comprehensive ecosystem that includes messaging, social media, payments (WeChat Pay), and even mini-programs for custom features like event registration or virtual tours. It’s ideal for schools targeting Chinese-speaking students and parents, providing an all-in-one solution for communication and engagement.
On the other hand, WhatsApp is more streamlined, focusing on direct messaging, voice, and video calls. It has global appeal, especially in Latin America, Europe, and Africa. It’s perfect for schools that want to maintain personal, direct connections with students and families worldwide through simple, efficient communication. Choosing between WeChat and WhatsApp largely depends on your school’s audience and your communication goals. Here’s a deeper dive into how each platform aligns with specific audience types and regions.
If Your School is Targeting Chinese Students or Families
If your school focuses on recruiting students from China or engaging with Chinese alumni and parents, WeChat is, without a doubt, the best choice. WeChat’s cultural relevance within China makes it indispensable for schools looking to build long-term connections with this audience. Its ability to integrate payment systems, post long-form content, and offer an all-in-one solution for admissions, tuition, and engagement puts WeChat miles ahead regarding Chinese student recruitment.
In addition to the functional advantages, Chinese students and families will expect your school to be present on WeChat. It’s a platform that they trust and are familiar with, and being active on WeChat signals your school’s commitment to engaging with this audience in a culturally relevant way.
Source: Northampton Community College | WeChat
Example: This WeChat ad for Northampton Community College provides the institution’s Chinese name, the QR code leading to their landing page, account IDs for Weibo, Youku, and Zhihu, and a CTA. By following this structure, you can make your institution easily accessible to students and families in China.
If Your School is Targeting Global or Multicultural Audiences
WhatsApp is a far better choice for schools casting a wider net and needing to reach global audiences, particularly in regions like Latin America, Europe, Africa, and South Asia. Its universal appeal and ease of use make it ideal for communicating with students from diverse backgrounds. WhatsApp is especially useful for managing international recruitment efforts across multiple countries, as it’s a platform that students and families worldwide are likely already using.
In these regions, WhatsApp provides a more personal touch. Its focus on direct communication allows you to build meaningful connections with prospective students, making them feel valued and supported throughout the admissions process. WhatsApp is the right platform if your school prioritizes fast, personal interactions with a broader international audience.
If Your School Needs a Comprehensive Marketing Ecosystem
For schools ready to invest in a comprehensive marketing system to manage everything from social media engagement to payments, WeChat is the platform to choose. Its versatility allows schools to build custom mini-apps within the platform, offering a wholly branded experience for students and parents. WeChat’s ecosystem also allows for a more immersive marketing experience, making it an excellent choice for schools looking to create long-term engagement.
If Your School Prioritizes Simplicity and Personal Communication
On the other hand, if your school values simplicity and needs a platform that prioritizes direct, fast communication over elaborate marketing systems, WhatsApp is the better choice. It’s the platform for schools that want to keep communication simple, efficient, and highly personal. WhatsApp excels at building authentic relationships for student recruitment, parent communication, or handling alumni relations on a more personal level.
Source: WhatsApp
Source: McMaster University
Example: McMaster University shares a list of WhatsApp Channels for its students. McMaster shares casual, authentic, and personable content on its various channels, as pictured above.
Final Thoughts: Aligning Your School’s Needs with the Right Platform
Ultimately, the decision between WeChat and WhatsApp should come down to the specific needs of your school and the audience you’re trying to reach. If you focus on connecting with Chinese-speaking students and parents, WeChat provides an all-in-one marketing and communication solution that can’t be matched. However, WhatsApp is a strong contender if your school aims for global reach and personal, straightforward communication. Its simplicity, ease of use, and popularity worldwide make it a go-to platform for schools that want to maintain direct and personal connections with students, parents, and alumni across different countries.
Combining Both Platforms for Maximum Impact
It’s also worth considering that you don’t necessarily have to choose one. Many schools benefit from using both platforms to target specific audience segments. For instance, if your school is engaged in global recruitment but also targets Chinese students, you can use WhatsApp to maintain personal, direct relationships with your broader international audience while leveraging WeChat’s extensive ecosystem to cater to your Chinese audience.
Integrating WeChat and WhatsApp into your school’s communication and marketing strategy can tailor your approach to suit each audience’s preferences, delivering a more personalized and culturally relevant experience. Whether it’s the seamless payment options and immersive marketing experiences on WeChat or the personal, text-based interactions on WhatsApp, using both platforms strategically can maximize your reach and impact.
Action Steps for Implementing WeChat or WhatsApp for Your School
Once you’ve decided which platform (or platforms) fits your school’s audience, it’s time to take action. Here’s how you can get started:
Define Your Audience Segments: Start by identifying which segments of your audience would best respond to WeChat and which would benefit more from WhatsApp. To tailor your strategy, consider cultural preferences, regional habits, and communication styles.
Create Official Accounts: Whether you’re using WeChat or WhatsApp, setting up an official business account is crucial. For WeChat, this includes creating an official account to publish content, integrate payments, and offer customer service. For WhatsApp, create a business profile with key contact details and a direct line for inquiries.
Build Content for Engagement: On WeChat, use Mini Programs, Articles, and Moments Ads to create a holistic marketing ecosystem. For WhatsApp, focus on conversational marketing, using messaging to engage students directly and build trust through personalized communication.
Train Your Marketing Team: Ensure your team is well-versed in each platform’s features. WeChat’s ecosystem is more complex, so consider investing in training to maximize its potential. For WhatsApp, focus on conversational marketing strategies and direct engagement best practices.
Track and Optimize Performance: Both platforms provide analytics that can help you measure engagement and refine your approach. Use these insights to optimize your marketing campaigns and improve communication with your audience.
Conclusion: Choosing the Best Tool for Your School
When deciding between WeChat and WhatsApp, the key is to align the strengths of each platform with your school’s audience and communication goals. WeChat is ideal for reaching Chinese-speaking students and creating an immersive, all-in-one experience, while WhatsApp maintains direct, personal connections with a global audience.
By understanding the unique features of both platforms and strategically implementing them, your school can enhance its communication strategy, foster better relationships with students and parents, and ultimately drive more successful recruitment efforts. Whether you choose one platform or integrate both, the right tool will help you reach your school’s target audience more effectively, ensuring your message is heard loud and clear.
Struggling with enrollment?
Our expert digital marketing services can help you attract and enroll more students!
FAQ
Why do people use WeChat?
WeChat is an all-in-one app that combines messaging, social media, payments, and mini-programs. It makes daily tasks—from chatting with friends to shopping, paying bills, and even scheduling appointments—easily accessible in one place. It’s the go-to platform for seamless communication and convenient, integrated services for users in China and the broader Chinese-speaking community.
Why is WhatsApp useful in education?
WhatsApp’s audience is significantly more diverse than WeChat’s, and it’s widely used across many different countries, making it ideal for schools looking to attract international students from multiple regions. WhatsApp’s primary strength is its ability to simplify direct communication between schools, students, parents, and alumni.
As I mentioned yesterday, I recently spent some time at the International Association of Universities’ (IAU) annual meeting in Tokyo earlier this month. It’s tough to organize a meaningful international meeting about what you might call the “hard” issues in university management (resources, budget allocations, management styles) because these vary so much from one part of the world to another, and so the program tends to be taken up with more universalist themes like “values.”
The interesting thing about values was the divide in the room(s) about how insecure everyone felt about them. The white folks in the room spoke a lot about “challenging times,” which was mostly code for “holy crap, not Trump again, won’t we ever get out of this authoritarian populist nightmare?” But interestingly, the Africans in particular were not really interested in this discussion. They deal with strong-arming governments nearly all the time, and so there was a slight edge of “wake up, times are always challenging” to some of their interventions.
I’ll spare you the blow-by-blow, but something occurred to me as I listened to the various sessions: “vibes” are really the way that universities keep score of their successes, collectively at any rate. Sure, it’s nice that governments give them money—and they are bloody expensive to run—but what really matters is whether they are loved and respected.
For an empiricist like me, this is really annoying. I can measure investments and can compare them from one university or one country to another. But vibes? Very difficult to measure. Hard even to come up with a definition that makes sense across countries: in Canada we do measure how much the public “trusts” universities, but in other countries the vibes are much more directly about their ability to accept new students, or whether they are helping the country advance economically.
But what the hell? Let’s give it a try!
Below is a 2×2 (it’s not social science unless there is a 2×2!) that shows change in both total financial resources and vibes over the past five years in various countries. Data for the money axis is from my own records and analysis (you can see some of it back here from the talk I gave in Helsinki a couple of months ago), while data on the vibes axis is totally made up, based on my own observations. I’d be happy to discuss a better way to operationalize and measure this axis, but for the moment let’s just say this attempt to visualize how universities are faring is illustrative rather than in any way definitive and move on to the exercise itself
(If you’d like to argue for a specific source of information for various countries, or just argue my choice of placement of a particular country on the vibes scale, get in touch!)
What you can see plainly from Figure 1 is that higher education systems occupy one of three quadrants. There’s the one where both money and vibes are changing for the better (Turkey, India), one where money is going up but vibes are going down (the USA), and places where both money and vibes are headed in the wrong direction (the UK).
What we don’t see, really, are any countries in the top left quadrant where vibes are going up but money is going down. And I think what that tells you is that good vibes are not absolutely required in order for universities to receive new money, but they make it a whole heck of a lot easier. Which is of course why university Presidents are so concerned with public opinion.
Anyways, this is all pretty theoretical. But I think it points to the possibility that perhaps measuring public sentiment about universities in consistent ways across countries might yield some interesting insights into the determinants of public funding. And in any event, if vibes are the way that universities measure their own success, shouldn’t we try to measure that in the same way we measure institutional finances?
The last episode from HEDx’s Future Solutions conference features interim pro-vice-chancellor of teaching and learning at the University of Queensland Professor Kelly Mathews.
She joins Martin Betts to discuss a survey of over 8000 university students about how they use artificial intelligence.
She is followed by a panel that included deputy vice-chancellor (education and students) at the University of Technology Sydney Kylie Readman, deputy vice-chancellor (academic) at Deakin University Professor Lix Johnson, vice-chancellor of Western Sydney University George Williams, president of Torrens University Linda Brown of Torrens, and industry executive of higher education at Microsoft Katie Ford.
They call on universities to partner with students and the tech company eco-system. Is HE brave enough to get out of its lane?
A Strategic Examination of Research and Development review is to evaluate how to maximise Australia’s existing research and development (R&D) spend, and convince industry to adopt innovation.
Please login below to view content or subscribe now.
This is a popular post each year with high school and independent counselors working with students who are already thinking about a doctorate. It shows the undergraduate institutions of doctoral recipients from 1958 to 2023. (It does not show where the doctorate was earned, to be clear.)
It’s based on data I downloaded from the National Science Foundation using their custom tool. It’s a little clunky, and–this is important–it classifies academic areas differently before 2020 and after, but with a little (OK, a lot) of data wrangling over the long weekend, we have something for the data junkies out there.
This is for fun and entertainment only, because, as I indicated, the categories are not quite the same, and for the sake of clarity, I had to combine similar (but not identical) disciplines.
There are two views, using the tabs across the top. The “All Data” view allows you to filter to your heart’s content. The purple boxes allow you to limit the type of institution of the bachelor’s degree recipients: You may want to look at Public Universities in the Southeast, for instance, or all Catholic colleges (listed as “Roman Catholic” in the filter, by the way). The tan boxes allow you to specify the doctoral degree area (Chemistry, or Political Science, for instance), and to limit the years. You might want to look at 2017 to 2023, or you might want to get nostalgic and look at 1958 to 1965, for instance.
The bars, which are colored by Broad Carnegie type, display the counts. Us the scroll function at the right to see more data.
The “Top 30” view limits to those places that produce the most students earning doctorates. The labels show you the Rank (in orange), the counts (in blue) and the percent of total (in purple). The percents are only calculated on the group you’ve selected, not the grand totals.
This always generates four questions:
Can you show these as a percentage of the graduates of this institution? No, because not everyone who graduates with a doctorate does it in the same time. I’d have to take lots of data and make some wild guesses.
Can you show what these students majored in at the undergraduate level? No, that’s not available in the public sets, and I don’t want to apply for the restricted use license. If you do, and you want me to work on this, let me know.
Can you crosstab this data to show, for instance, where the Stanvard graduates earned their doctorate? Again, it’s not in the public data set, so no.
What about other doctorates, like MD or Pharm.D or DDS? It’s not included: These are research doctorates only.
If you use this in your business and want to support my time and software and hosting costs, you can do so here. If you’re a high school counselor or a student or parent, just skip that link.
