Final Portfolio Project: Using Facebook As A Marketing and Communication Tool

Over the past month, I’ve been watching how six different language schools use their social media to communicate with their audience. The more communication and responses they get, the higher the chance they can recruit more customers. Originally, I started out watching their Facebook, Instagram, and Twitter. However, it turned out that the only one they all had in common was Facebook, so I stuck to that.

Obviously, there are a lot of different variables that determine how many followers each company has. How long they have been around if they are online or on-site, how many different locations they have, and if they’re only teaching one language or multiple different ones. The number of likes and followers ranged from about 250 to over 8,000. But those weren’t exactly indicators to the number of responses their posts got or the views on their videos.

For example, Amira Language School had a low follower count and low user engagement on the posts where they just linked articles. But they had nearly 50% user response rate on all of their statuses. On the other hand, FluentU had 3,800 likes but almost no user engagement. Their posts were very vague and they weren’t successful in communicating with their audience. I assume this is because their posts were very impersonal.

I found that, like Expanish and International House, posting photos of staff and students as well as video testimonials from alumni receives a lot of attention on a Facebook page. Mimic Method and FluentU posted very mundane articles that did not grab my attention or make me want to pursue them any further.

On-site schools did better than the online schools when communicating with their Facebook audience. The sense of community has had a very positive effect and shows that people appreciate the sentiment. For those on-site schools, the responses and views increased over time. When a page is consistent and interacts with their users, they bring more participation in from the online community.

Also, posting articles from other websites can go either way. In the case of Mimic Method, the posts were the very typical “why you should learn a language” type. Amira Language School posted a ton of links to outside sources but they were much more relevant. They directed their followers to helpful podcasts, songs, movies, and short clips that would help them practice their French.

The key to creating a Facebook page that will continually bring in traffic and engage the followers is to have a balance. Consistent and relevant posts with a touch personalization have proven to be very successful whereas bombarding a Facebook feed with bland and unexciting articles from other websites have not.

I noticed that the pages that had a variation of high quality videos and weekly photo sets with motivational quotes or a new word received the most praise from the followers. It’s not the amount of content you put out, rather the quality, relevance, and sentiment.

Thank you so much for following me throughout my project and I hope you all learned a lot about how to be successful while marketing and communicating through social media. If you have any questions about my study please feel free to leave a comment below.

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