Tag: Playbook

  • Trump Following Orbán’s Playbook, Says President of Ousted U

    Trump Following Orbán’s Playbook, Says President of Ousted U

    Shalini Randeria, president and rector of the Central European University, has warned that the Trump administration is working from the “playbook” of Hungarian prime minister Viktor Orbán, describing the legal uncertainty faced by U.S. universities as the government’s “intended outcome.”

    Now based in Vienna, CEU was forced out of Budapest after Orbán’s Fidesz government implemented a series of legal measures in 2017, which the European Court of Justice later ruled were “incompatible with E.U. law.”

    The 2020 ruling came too late for CEU, however, which had relocated to Austria the previous year. “That’s one of the problems of using law courts to stop the machinations of soft authoritarian regimes,” Randeria told Times Higher Education. “Courts are slow and unpredictable, even though we had a very strong case.”

    “There was a lot of legal uncertainty created by Orbán, and this is exactly the same playbook which is being used by the Trump administration,” she said, pointing to the court battle between Harvard University and the government as an example.

    “They introduce a flurry of laws and administrative measures that universities can then go to court against. It’s unclear what will happen at the end, and this chaos and unpredictability is really the intended outcome.”

    Randeria described legal uncertainty as particularly problematic for organizations that work on “long-term cycles,” such as universities. “It makes any rational decision-making, any financial planning or academic planning, impossible,” she said.

    “When we admit students now, we admit them to complete a four-year degree, or a two-year master’s, or a doctoral degree in five or six years. We are thinking and planning way ahead,” she said. “If you don’t know what the legal status of your institution will be in two years, you cannot in good faith advertise to and recruit students.”

    Attracting faculty, too, requires long-term certainty, Randeria continued: “When you have this sword of Damocles hanging over your head, not knowing whether you’ll be able to run the university efficiently and fairly on a consistent basis, it’s very, very difficult to recruit faculty.”

    After the “traumatic period” of forced relocation, CEU has “performed really well academically,” Randeria said, securing “competitive research funding both within Austria and, as usual, within Europe.”

    Obtaining consortium grants, such as those awarded by the Austrian Science Fund, has “allowed us to anchor ourselves in Austria, not in competition with the very vibrant academic scene here and its research institutions and universities, but in partnership with them.” The university did not lose any faculty in the move, she noted, and “recruitment and admission numbers didn’t fall.”

    Nevertheless, Orbán’s pursuit of the CEU—part of a larger campaign against its philanthropist founder, George Soros—has yet to run its course, Randeria said. Fidesz’s proposed “national sovereignty” law, which would allow the government to penalize or shut down organizations receiving “foreign funding,” “could be used against CEU’s continuing activities” in Budapest, she warned, namely, research conducted at the CEU Democracy Institute.

    U.S. vice president JD Vance has expressed explicit admiration for Orbán’s higher education policy, calling his approach, which has also seen control of state universities transferred to government-aligned foundations, “the closest that conservatives have ever gotten to successfully dealing with left-wing domination of universities.”

    “What right-wing populists all over have done is stamp universities as ivory towers of elite privilege, and this is not true,” Randeria said. In response, “we need to mobilize public support on a very large scale.”

    “As institutions, we need to put a lot more focus on outreach and communication,” she told THE, with the goal of ensuring the public “really understand what universities do, and why they are the backbone of a functioning liberal democracy.”

    U.S. universities must “not let themselves be divided one against the other,” Randeria advised. “I don’t think you can protect yourself as an institution on your own. It has to be a collective resistance against this kind of intervention into university autonomy and academic freedom.”

    “One should be prepared for some very, very strong institutional solidarity of universities across the board.”

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  • Same old playbook, new target: AI chatbots

    Same old playbook, new target: AI chatbots

    Chatbots are already transforming how people access information, express themselves, and connect with others. From personal finance to mental health, these tools are becoming an everyday part of digital life. But as their use grows, so does the urgency to protect the First Amendment rights of both developers and users.

    That’s because some state lawmakers are pursuing a familiar regulatory approach: requiring things like blanket age verification, rigid time limits, and mandated lockouts on use. But like other means of digital communication, the development and use of chatbots have First Amendment protection, so any efforts to regulate them must carefully navigate significant constitutional considerations.

    Prompting a chatbot involves … the user choosing words to communicate ideas, seek information, or express thoughts. That act of communication is protected under the First Amendment, even when software generates the specific response.

    Take New York’s S 5668, which would make every user, including adults, verify their age before chatting, and would fine chatbot providers when a “misleading” or “harmful” reply “results in” any kind of demonstrable harm to the user. This is, in effect, a breathtakingly broad “misinformation” bill that would permit the government to punish speech it deems false — or true but subjectively harmful — whenever it can point to a supposed injury. This is inconsistent with the First Amendment, which precludes the government from regulating chatbot speech it thinks is misleading or harmful — just as it does with any other expression.

    S 5668 would also require that certain companion bots be shut down for 24 hours whenever expressions of potential self-harm are detected, complementing a newly enacted New York prohibition that requires companion chatbots to include protocols to detect and address expressions of self-harm and direct users to crisis services. Both the bill and the new law also require chatbots to remind users that they are AI and not a human being. 

    Sound familiar? States like California, Utah, Arkansas, Florida, and Texas all attempted similar regulatory measures targeting another digital speech technology: social media. Those efforts have resulted in several court injunctionsrepealsvetoes, and blocked implementation because they violated the First Amendment rights of the platforms and users. 

    New York is just one of a few states that have introduced similar chatbot legislation. Minnesota’s SF 1857 requires age verification while flatly banning anyone under age 18 from “recreational” chatbots. California’s SB 243 targets undefined “rewarding” chat features, leaving developers to guess what speech is off-limits and pressuring them to censor conversations.

    As we’ve said before, the First Amendment doesn’t evaporate when the speaker’s words depend on computer code. From the printing press to the internet, and now AI, each leap in expressive technology remains under its protective umbrella.  

    This is not because the machine itself has rights; rather, it’s protected by the rights of the developer who created the chatbot and of the users who create the prompts. Just like asking a question in a search engine or posting on social media and the responses they generate, prompting a chatbot involves a developer’s expressive design and the user choosing words to communicate ideas, seek information, or express thoughts. That act of communication is protected under the First Amendment, even when software generates the specific response.

    FIRE will keep speaking out against these bills, which show a growing pattern of government overreach into First Amendment rights when it comes to digital speech. 

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  • Euro visions: A playbook to fight the populists in the Netherlands

    Euro visions: A playbook to fight the populists in the Netherlands

    It looks from here like another Swedish win on Saturday night – but going into Eurovision week, the Netherlands (largely singing in French) was one of the other countries jostling to be top of the odds.

    Its entry for Eurovision 2025 is Claude Kiambe, who was born in Congo and fled with his mother and siblings when he was nine years old, first living in an asylum reception center in Alkmaar before moving to Enkhuizen.

    He got his HAVO high school diploma in the Netherlands and later started studying hotel management at a university of applied sciences – but dropped out when his career took off, largely because of… inflexible timetabling.

    The Netherlands has seen a rise in populist politics in recent years, with some interesting impacts on higher education that it’s worth reviewing as Reform continue to rise in the polls in the UK.

    Controversy kicked off in mid-2024 when the newly formed Dutch coalition government – led by Geert Wilders’ far-right Party for Freedom (PVV) – announced its intention to slash education budgets.

    That caused nationwide protests – with 25,000 student, staff and rector [ie VC] demonstrators in The Hague, garnering support from business leaders, mayors, and health organisations in the process.

    This was fairly new territory for the Universities UK equivalents used to having conversations behind closed doors – but a decision was taken that a new more public and confrontational approach would be needed.

    There’s a “Rector’s Conference” for universities and another for universities of applied sciences – and as well as taking part in the demos, the latter collaborated with students on a major “write in and tell them about them about the impacts” bit of mass activism.

    At the University of Twente the Executive Board and faculty deans expressed strong support for the national protest in November, encouraging staff and students to attend, arranging free transport, and even joining the demonstration to voice concerns about the impact of the cuts on education and research.

    And it worked – to some extent. The planned €2 billion cuts were scaled down to €1.2 billion, and there was a scaling back of international student funding cuts from €293 million to €168 million by December.

    But resistance intensified into early 2025 with “relay strikes” across multiple universities and legal challenges led by Tilburg and Radboud University, as tangible impacts emerged as institutions like the Free University of Amsterdam closing entire departments and others like the University of Twente announcing dozens of staff redundancies.

    And now, they’re very publicly taking the government to court over the cuts.

    It’s like this, it’s like that

    There’s quite a lot of politics to unpack. First, there’s the populist government’s explicit ideological positioning against what it sees as progressive academic culture.

    PVV (the populist “Party for Freedom”) representative Reinder Blaauw made this clear during a June 2024 parliamentary meeting when he celebrated the cuts as a way to force universities to “reconsider their priorities” and choose between political activism or “actual” education:

    For too long, the activist woke culture dominated the lecture halls and education institutions… And all too often, political activism was put above scientific integrity.

    He also specifically questioned…

    …how curricula on critical race theories, decolonisation, feminism and global justice make our students better analytical thinkers,

    Unlike previous cuts from right-wing governments, the rhetoric frames the cuts not as unfortunate fiscal necessity, but as a deliberate political project to reshape Dutch academia. As political scientist Roderik Rekker observes, the PVV has pulled off a remarkable piece of political doublespeak:

    It’s possible the budget cuts are indeed populist policymaking, whitewashed by the rest of the cabinet. But it could also be the opposite – that they were implemented for different reasons [to save money], and that the PVV is passing them off as the realization of their own populist agenda.

    Then there’s the question of Dutch language and identity. The coalition’s proposal to reduce English-taught programmes and require more Dutch-language instruction speaks to broader anxieties about national identity and sovereignty.

    While some academics have long raised concerns about the over-anglicisation of Dutch higher education, the populist government has folded those pedagogical questions into a much more nationalist political project.

    Third, there’s the housing crisis – a problem that has been weaponised in service of a broader agenda. As in many European countries, student housing shortages have created real pressures in university towns.

    But rather than addressing this through housing policy, the government has used it to justify restrictions on international students.

    It goes up, it goes down

    Coalition minister Robert Bruins has employed all sorts of rhetorical tactics to evade responsibility for the breach. In a March 2025 analysis, eight distinct evasion strategies were identified – blaming other causes, claiming lack of comprehensive view, shifting responsibility, expressing trust in the system, rerouting problems, calling for patience, leaving no room for alternatives, and letting others navigate the fallout.

    Confronted with universities’ deteriorating finances, Bruins typically responds that “how they implement (budget cuts) is up to the institutes themselves,” (that line should sound familiar to anyone in the UK) while simultaneously claiming he “cannot assess what critical factors apply for specific institutes.” The circular reasoning allows him to implement cuts while disowning their consequences.

    So if confrontation rather than collaboration became the name of the game at the end of last year, it’s just stepped up – now universities are taking the government to court over the cuts.

    At the heart of the legal challenge is an allegation of breach of trust – the unilateral cancellation of a ten-year administrative agreement signed in 2022. That promised €300 million annually for starter and incentive grants through 2030, creating a framework that universities relied on for investing, planning and recruiting staff.

    At the insistence of the minister, universities quickly started allocating grants,” the UNL recalled, explaining how institutions adjusted their operations based on this commitment. The challenge centres on whether a new government can simply void binding agreements without consequence.

    And around, and around

    For students, the political battles translate into highly problematic proposals. Most notable was a proposed “long-study fine” – a €3,000 penalty for students taking more than one extra year to complete their degrees.

    The long-study penalty is obviously also a way of encouraging children to complete their studies a bit faster,” said BBB (an agrarian and right-wing populist political party in the coalition) MP Claudia van Zanten.

    But former Education Minister Robbert Dijkgraaf countered that, noting that the fine would penalise “ambitious students who like to develop themselves alongside their studies by, for example, doing administrative [ie volunteering] work” as well as “students who unfortunately fall ill during their studies or who have a disability.”

    SUs were unequivocal in their opposition – and the withdrawal of the fine represented a major victory for the Netherlands’ two NUSes – it has one that does research, policy and lobbying work, and one that’s more activism focussed. But other threats remain, most notably to student sports and extracurricular activities.

    In April, the government announced plans to end subsidies for university sports facilities, with student sports passes potentially rising in cost from €200 to €700 annually. Jon de Ruijter, director of Erasmus Sport, called this a “devastating blow” that threatens student wellbeing:

    The trend is that there is increasing attention to student wellbeing, and sport is important for that… It also concerns social functionality, breaking loneliness and mental health.

    TU/e University Council student member Jeannique Wagenaar explains the broader educational implications:

    Students who engage in extracurricular activities manifest themselves better in society. So there’s a broader interest at stake here.

    Housing costs also continue to squeeze students, with rental prices set to rise by up to 7.7 per cent in 2025 – the highest increase in nearly 30 years.

    The Landelijke Studentenvakbond (one of those two National SUs) noted that this hits students particularly hard, given many lack access to housing benefits and those under 21 earn only minimum youth wages.

    SUs see these various pressures as interconnected. ISO chairwoman Mylou Miché:

    They’ve cut the basic grant, are cutting spending on education, and now they want to take away sport… If pensioners can take cheap sports lessons, why not students?

    Chanter un, deux, trois

    The Netherlands has been at the forefront of European internationalisation in higher education, with approximately half of university programmes taught in English or bilingually. The openness has helped Dutch universities punch above their weight globally, with all research universities now ranking in the top 150 worldwide.

    But the populists see this as a problem to be solved rather than an achievement to be celebrated. Bruins’ “Balanced Internationalisation” bill requires at least two-thirds of bachelor’s programmes to be taught in Dutch and gives the government power to approve any English-language offerings.

    Universities have hit back, arguing it will devastate their international standing and ability to attract talent. UNL president Caspar van den Berg called it “an austerity exercise” that will:

    …impoverish education, deprive us of important scientific talent and also scare away international students, whom we desperately need in our country.”

    Some have attempted to play the economics card. University of Amsterdam finance director Erik Boels reckons that “every euro of cutbacks in the short term costs €3.50 in tax revenue in the long term,” as international students who stay in the Netherlands after graduation contribute significantly to the economy.

    And former Education Minister Jo Ritzen similarly noted that:

    …20 to 30 per cent of economic growth in the Netherlands can be attributed to foreign students who find their way into the Dutch labour market.

    Some observers have suggested the Netherlands may eventually follow Denmark’s trajectory – which implemented similar restrictions on international education five years ago only to completely reverse them when the economic impacts became clear.

    But others have argued that the economic arguments fall on deaf ears, and are tools that fight old battles when the populists are in charge.

    C’est en haut, et en bas

    The cuts also expose a geographic dimension – but on that issue there’s argument within the governing coalition. Universities in border and shrinking regions see disproportionate impacts, because they tend to rely more heavily on international students from neighboring countries.

    The regional disparity led BBB senator Frans van Knapen to break ranks and demand special consideration for institutions like the Open University in Heerlen, where 100 jobs were at risk.

    Every time we absolutely want something, there is enough money,” van Knapen insisted during Senate debates, which has prompted opposition parties to pounce – partly because BBB is both a coalition partner implementing national austerity and a party founded to defend rural and regional interests against centralized policy-making.

    As the cuts take effect, the contradictions will almost certainly become more pronounced – and the universities’ strategy is very much to expose them publicly.

    Que sera, oui, sera

    Research has also been hit particularly hard. Of the €748 million reduction negotiated in December 2024, only a small fraction benefited science and research funding.

    It is disappointing and worrying that the largest part of the cuts will remain on research,” said Marcel Levi, chairman of the Netherlands Organisation for Scientific Research (NWO).

    This creates a contradiction in the government’s rhetoric. As UNL president van den Berg pointed out:

    Innovation is mentioned 85 times in the government programme; it is the solution for almost everything the Netherlands is faced with. It is unprecedented that such drastic cuts are being made to the source of innovation.

    Cuts to starter grants for junior researchers of €217 million pose particular problems for renewing the academic workforce and maintaining the Netherlands’ research competitiveness.

    It’s in direct opposition to European goals of investing 3 per cent of GDP in research and innovation – the Dutch investment will amount to just 2.3 per cent.

    Rens Bod from the University of Amsterdam described the compromised budget as “disastrous for universities and ultimately for the Netherlands,” adding that the government’s rhetoric against “woke studies” makes this “a direct attack on academic freedom.”

    Differences have emerged over the retention of starter grants for early-career researchers. While the December compromise preserved some funding for these grants (though still cutting €217 million), Leiden University’s Professor Remco Breuker called this decision “perverse and obscene” in the context of broader cuts:

    The rest of the cuts will force us to lay off many colleagues, while a minority of lecturers who just started working will receive €300,000 in starting funds… This is going to tear apart departments.

    How much time do we have together?

    The Dutch education cuts don’t exist in isolation. They form part of a broader pattern across Europe, where far-right governments are targeting higher education and research funding.

    As Nature reported in October 2024:

    …A surge in far-right parties entering governments across Europe is raising concerns for science. The parties, whose focus is typically immigration, care little about research.

    Italy, Hungary, Slovakia, Croatia, and Austria have all seen similar developments. HE is becoming a dividing line in European politics, where higher education – once seen as a crown jewel of national prestige – is increasingly viewed with suspicion by populist governments.

    Back in NL, universities are now in damage-limitation mode, with institutions like Erasmus Sport focusing on “increasing revenue creatively” rather than implementing immediate fee hikes. “We are not going to panic by implementing a huge increase in our sports pass price for students and staff in September,” says de Ruijter.

    But the long-term outlook remains pretty bleak. Tim van der Hagen, rector of Delft University of Technology, warns that damage to the Netherlands’ international reputation “may be even more damaging than the budget cuts,” and leading academics abroad now “hesitant to consider positions in the Netherlands, while established researchers within the country are beginning to look elsewhere for opportunities.”

    The ongoing challenge will be reconciling the Netherlands’ need for knowledge-based economic growth with the current government’s ideological stance. As former university president Jouke de Vries observed, it represents “a U-turn in policy,” demolishing former minister Dijkgraaf’s billion-euro investment “to make up for lost ground.”

    For UK universities and students watching the Netherlands experiment unfold, there’s a clear message – preparation for similar confrontations should begin now, not after Reform secures parliamentary power either outright, or in some sort of coalition.

    The Netherlands’ experience demonstrates how quickly a new populist government can dismantle long-standing assumptions, agreements and funding structures using rhetoric that frames universities as bastions of “woke activism” rather than engines of national innovation.

    What has worked in the Netherlands – moving from behind-closed-doors discussions to public confrontation, legal challenges, and visible protest – may offer a playbook for the playbook.

    As Reform UK continues to rise in the polls, the sector would be wise to start building coalitions with business leaders, local governments, and health organisations, while developing a more robust and public defense of higher education’s economic and social value – and a more visible set of stories about the impacts on those attracted to the populists. Even the populists struggle when they look like the enemies of opportunity.

    The path from polite policy conversations to pitched battles over institutional survival can be short. Waiting until after an electoral victory to develop a counter-strategy will almost certainly be too late.

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  • 2025 Social Media Playbook for Education Marketers

    2025 Social Media Playbook for Education Marketers

    Reading Time: 12 minutes

    The year is 2025, and the influence of a rapidly evolving social media space in shaping education marketing campaigns is as critical as ever. While it has undoubtedly brought up several opportunities for those in the picture, it has also thrown up a few challenges that require the right gears to navigate. The stats are quite interesting: An increasing number of Gen Z users now turn to TikTok and Instagram as search tools, often preferring them over Google for quick information and exploration. This simply means that having a social presence for your school is no longer open to debate, it is an absolute necessity.

    Today’s prospective students spend a lot of time browsing through multiple social media platforms. They make key decisions about their academic future based on what they see on these platforms. This is why an active social media presence is a key part of today’s educational marketing campaigns. However, beyond being active on these platforms, it takes a deliberate and strategic social marketing strategy to curate and create winning margins in this space.

    At Higher Education Marketing Agency, we have several years of experience helping schools navigate the social space, converting interest into enrollment, and producing positive outcomes for many schools. Our personal, tested, and tried social media playbook for education marketers combines insights from leading education marketing experts with real-world examples. This playbook is designed to help your institution not just survive but thrive in today’s digital ecosystem. Read on to find out how.

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    The New Social Landscape: Multiple Platforms, Multiple Touchpoints

    With social media evolving and becoming even more powerful, it is no longer a good idea to focus all your school’s attention on one platform. Today’s prospective students split most of their time among different platforms, and that’s why schools must be visible everywhere.

    Prospective students might discover your school through a friend’s TikTok, research your programs on Instagram, watch alumni testimonials on YouTube, and check what parents are saying about you on Facebook, all before visiting your website. Your presence on each of these social media platforms will offer you unique opportunities to engage with different audiences.

    Here’s a brief outline of the roles that different social media trends and platforms can play in your education marketing efforts.

    • Instagram: Great for visual storytelling, event promotions, and engaging reels showing student experiences.
    • TikTok: Ideal for short, fun, and informative content that drives brand awareness among younger audiences.
    • YouTube: The best place to show long-form videos, student testimonials, virtual tours, and other educational content.
    • Facebook: Essential for connecting with parents, alums, and local communities.
    • LinkedIn: Great for professional connections and showing academic credibility, targeting parents and graduate prospects.

    While having a presence across key platforms is essential, mastering the content formats that resonate most, particularly short-form video, has become equally critical.

    Example: John Cabot University offers virtual tours of its campuses, some of which you’ll find via its social media pages, YouTube, and straight off its website.

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    Source: John Cabot University 

    Short-Form Video: The Undisputed Champion

    The influence of short-form video in shaping social media trends is at an all-time high today. Gen Z and Gen Alpha consume information fast, they don’t want to watch traditional ads or sit through long videos all day. Prospective students want to see what life at a school looks like in under 60 seconds.

    A large number of these students now turn to TikTok and its bite-sized videos for everything from study tips to campus tours. This is why things like TikTok and Instagram Reels have become key for student recruitment, school branding, and engagement.

    “Your goal is to freeze the thumb,” as one marketing expert puts it, creating content compelling enough to make someone stop scrolling. For best results, it is crucial to create educational short-form videos along these lines:

    • 1. Day-in-the-life glimpses: A student takes viewers through their campus routine
    • 2. Quick tips/educational snippets: A professor explaining a complex concept in 30 seconds
    • 3. Behind-the-scenes peeks: Showing areas of campus rarely seen on official tours
    • 4. Celebration moments: Capturing authentic reactions during events like graduation or move-in day
    • 5. “Did you know” facts about your institution’s unique features or history

    How can schools use short-form video to attract students? The key to creating winning short-form videos is to go for authenticity. Start by identifying what makes your institution stand out, whether it’s a unique program, a beloved campus tradition, or exceptional career outcomes

    You can then showcase these elements through quick, visually engaging stories highlighting your unique value proposition.

    The Authenticity Advantage: User-Generated Content

    The content created by your existing community is a powerful tool for building trust and driving engagement. User-generated content (UGC) from students, faculty, and alumni offers authentic perspectives as it comes from a real person, hence its effectiveness. Research shows that 84% of consumers trust UGC more than polished advertisements.

    How can we get user-generated content from students? One proven strategy in this line is to allow a student to manage your school’s Instagram Stories for a day, sharing their authentic campus experience. These glimpses into real student life help prospective students envision themselves at your institution in ways that traditional marketing cannot achieve.

    Here are some ways to incorporate UGC in your education marketing efforts:

    • Find your existing ambassadors: Search your school’s hashtags and location tags to find students already creating content about your institution. These natural enthusiasts often make the best collaborators.
    • Create participation opportunities: Develop challenges, contests, or hashtag campaigns encouraging content creation. For example, a “#MyFirstDayAt[YourSchool]” campaign can generate authentic content while welcoming new students.
    • Feature diverse voices: Ensure your UGC represents various perspectives, undergraduate and graduate students, international students, faculty members, alumni at different career stages, and parents.
    • Provide gentle guidance without controlling: When working with student content creators, provide general themes or questions but allow their authentic voice to shine through. Over-scripting defeats the purpose.
    • Amplify and appreciate contributors: Always credit creators when sharing their content and express genuine appreciation. This encourages continued participation while signaling to others that their contributions are valued.

    Example: Harvey Mudd College frequently posts user-generated content of its students on its social media pages, like this one featuring a day-in-the-life of a sophomore engineering student posted on TikTok.

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    Source: HMC

    Social Media as Search Engines: Optimizing for Discoverability

    Today, social media platforms are increasingly taking on the role of search engines for young people. Two-thirds of Gen Z use social platforms to research topics, including potential schools. A teenager is more likely to find your school by watching videos and posts on TikTok or Instagram than by visiting your website or Googling the school. This brings us to Social SEO, a way to optimize your content to be discoverable via social media platform searches.

    What is social SEO, and why is it important? Social SEO is the practice of optimizing your content to be discoverable through social media platform search functions. It’s important because younger audiences now use platforms like TikTok and Instagram as search engines. Optimizing SEO for visibility on these platforms helps schools reach and engage prospective students where they’re already searching.

    Here are some key steps to improve your school’s visibility in social media searches:

    1. Profile optimization: Treat your social profiles like mini homepages. Use clear, keyword-rich descriptions, consistent branding, and up-to-date contact information across all platforms.
    2. Content that answers questions: Create videos and posts that address common queries, such as “What’s the student-faculty ratio at [Your School]?” or “What’s housing like at [Your School]?” These directly match what prospective students search for.
    3. Strategic hashtags and keywords: Research what terms and keywords your target audience uses when searching for educational content. Incorporate these naturally into your posts, captions, and hashtags.
    4. Geo-tagging: Always tag your location in posts. Many users search by location when researching schools in specific areas.
    5. Consistent posting: Regular activity signals relevance to algorithms, improving your visibility in search results.

    It is important to note that these social platforms have different search algorithms; a hashtag strategy that worked on Instagram may need to be adjusted for TikTok or LinkedIn. To make your school more discoverable, explore and learn what best practices apply to each platform and what topics drive current conversations.  

    Example: Randolph-Macon College frequently posts social media content featuring catchy headlines and hashtags, such as the one seen here promoting its athletics team, the Yellow Jackets.

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    Source: Randolph Macon College

    Platform-Specific Strategies That Drive Results

    Although maintaining a presence across multiple social platforms is great, using a tailored approach for each one is even better. Here’s how you can leverage the strengths of major platforms.

    Facebook

    Often dismissed as an “older person” platform, Facebook continues to be key to reaching parents who double as key decision-makers for many prospective students. It is great for community building and event promotion. Here’s how to successfully use Facebook marketing for schools in your social marketing campaigns:

    • Use Facebook Events for open houses, application deadlines, and virtual info sessions
    • Create targeted ad campaigns using Facebook’s detailed demographic filters
    • Establish groups for admitted students or parents to foster community
    • Share longer-form content like student success stories and program highlights

    Instagram

    Instagram is a predominantly visually driven platform favored by people of different age groups. It is great at showcasing campus aesthetics and student experiences.

    • Post high-quality photos showcasing campus beauty and student life
    • Use Stories for day-in-the-life content, quick announcements, and behind-the-scenes glimpses
    • Create highlight collections for key topics (Admissions, Student Life, Athletics)
    • Utilize Reels for short-form video marketing
    • Leverage the Explore page for discovery by new audiences

    TikTok

    TikTok, the fast-growing epicenter of youth engagement and viral content, is important for reaching Gen Z. Some students now select schools based on how the schools will look on TikTok.

    • Create authentic, entertaining content that aligns with platform trends
    • Feature charismatic students or faculty who connect naturally with viewers
    • Participate in challenges relevant to education (with your institutional twist)
    • Use TikTok’s native editing tools and popular sounds to boost algorithm visibility
    • Don’t be afraid of humor and personality. TikTok rewards authenticity over polish

    YouTube

    YouTube for education favors long-form content and resources that can be searched.

    • Create structured playlists organized by topic (Campus Tours, Student Stories, etc.)
    • Produce both longer videos (3-10 minutes) and YouTube Shorts
    • Optimize video titles and descriptions with relevant keywords
    • Use cards and end screens to guide viewers to related content
    • Consider hosting live Q&A sessions during key decision periods

    LinkedIn

    LinkedIn is an underutilized tool that can help shape your education marketing. It is great for engaging parents, graduate prospects, and professionals.

    • Share thought leadership from faculty and administrators
    • Highlight alum success stories and career outcomes
    • Post about research innovations and academic achievements
    • Engage in industry conversations relevant to your programs
    • Encourage faculty and alumni to mention your institution in their profiles

    Example: The University of Connecticut regularly posts news about its recent graduates, alumni, and students on its LinkedIn page. The LinkedIn post below highlights the success of its recent graduates.

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    Source: University of Connecticut

    Making Engagement Fun: The Gamification Advantage

    Education marketing should be serious and informative, but serious does not mean bland and uninspiring. This is where gamification comes in, for fun and engaging learning. With gamification, you incorporate game-like elements and interactive content into your school’s content, effectively turning passive scrolling into active participation. Here are some gamification content and approaches:

    • Instagram Story quizzes about campus facts or traditions
    • TikTok challenges that showcase student creativity
    • Digital scavenger hunts across your website and social platforms
    • “Day in the life” simulation content where viewers “choose their adventure”
    • Trivia contests showcasing interesting institutional facts

    Tapping Cultural Currents: Trends Worth Embracing

    Trends are the main driver of conversations across social media. Connecting your content to a broader cultural conversation can give your school more relevance in the social space. Follow these three trends to place your institution in a position of opportunity.

    • Nostalgia Marketing: For institutions with some history to draw from, using content that brings back some memories of the past can provoke nostalgic feelings and add value to social marketing campaigns. This is nostalgia marketing. For best results, share throwback campus photos, compare “then and now” scenes, or invite alumni to submit memories. This content typically generates high engagement and shares.
    • Values and Social Impact: Today’s students care deeply about the position their schools take on issues of social and environmental relevance. To leverage this situation, highlight your school’s sustainability initiatives, community service programs, or research contributions. Point students to recycling initiatives and green campus programs via your social media videos and blogs.
    • Wellness and Mental Health: Any content that addresses student well-being will resonate strongly with prospects and parents concerned about support systems. This is why you must ensure you share resources from your counseling center and feature student wellness initiatives in your content. Also, create content acknowledging the stresses of academic life and how your institution helps students manage them. A student testimonial about how a mentor or counselor helped them thrive can help humanize your brand, so consider it.

    Example: The University of Illinois runs a mental health and awareness program with a full complement of staff and resources committed to student and staff welfare on campus.

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    Source: University of Illinois

    Be Data-Driven and Adaptive

    Successful social media marketing calls for consistency in learning and adaptation. Platform algorithms are subject to regular changes that affect content visibility and engagement. Here’s what you can do to stay visible and ahead of the curve:. 

    • Monitor metrics to identify which content types perform best
    • A/B test different formats and approaches
    • Stay alert to algorithm changes and platform updates
    • Focus on generating quality engagement (comments, shares)
    • Adopt new platform features early for visibility boosts
    • Use AI tools for social media marketing thoughtfully to enhance (not replace) your creativity

    From Likes to Links: Driving Website Conversions

    Although social engagement is key to positive brand building, it’s not the ultimate goal. That would be converting interest into action, from website visits to inquiries or applications.

    To effectively bridge the gap between interest and action, here are a few tips worth considering:

    • Optimize your social profiles: Link every platform you’re active on to relevant landing pages. Consider using “link in bio” tools that offer multiple destination options (Apply Now, Virtual Tour, Financial Aid, etc.).
    • Strategic calls to action: Not every post needs a CTA, but regularly include invitations to learn more, especially on high-interest content. For example, after sharing a student success story, add something like “Discover how you can follow in Sarah’s footsteps—check out our Business program (link in bio).”
    • Track and analyze traffic sources: Find out which social platforms and specific posts drive the most valuable traffic using resources like UTM parameters. With this information in hand, you can refine your strategy toward what converts.
    • Amplify high-performing content: When a post generates strong engagement organically, extend its reach to similar audiences by allocating an ad budget to it. By putting out content that resonates with your existing community, you can reach prospects who share similar interests and achieve the desired engagement result.
    • Align social and search strategies: While many prospects might discover your school on social media, they often go on to later search your name on Google. This is why you must ensure that your search engine marketing complements your social strategy for a seamless user journey.

    Building Your School’s Social Media Playbook 

    As social media continues to evolve and draw more prospective students, today’s schools have to target it with intentional and strategic content. The most successful education marketers approach social media as conversations with future students, current community members, parents, and alumni.

    The goal of these conversations goes beyond promoting your institution, it involves bringing its unique culture and value to life in ways that traditional marketing can not achieve. This is why schools must develop an effective social media marketing strategy that factors in all the essentials and adds some extras. While at it, remember a few things: authenticity resonates, visual content engages, and genuine connection converts.

    By embracing short-form video, leveraging user-generated content, optimizing for social search, and maintaining a strategic presence across platforms, you create multiple pathways for meaningful connection. Add gamification elements and cultural relevance, and you have a formula for visibility and genuine engagement that drives enrollment outcomes.

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    Frequently Asked Questions

    Question: What is social SEO, and why is it important? 

    Answer: Social SEO is the practice of optimizing your content to be discoverable through social media platform search functions. It’s important because younger audiences now use platforms like TikTok and Instagram as search engines. Optimizing for visibility on these platforms helps schools reach and engage prospective students where they’re already searching.

    Question: How can we get user-generated content from students? 

    Answer: One proven strategy in this line is to allow a student to manage your school’s Instagram Stories for a day, sharing their authentic campus experience. These glimpses into real student life help prospective students envision themselves at your institution in ways that traditional marketing cannot achieve.

    Question: How can schools use short-form video to attract students? 

    Answer: The key to creating winning short-form videos is to go for authenticity. Start by identifying what makes your institution stand out, whether it’s a unique program, a beloved campus tradition, or exceptional career outcomes. 

    You can then showcase these elements through quick, visually engaging stories highlighting your unique value proposition.



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