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Promotion is now an essential tool for any educational institution, regardless of its size or type. In a competitive environment where educational institutions compete for the attention of potential students and parents, effective promotion is necessary to ensure their visibility and attractiveness. In addition, promotion allows the building of an institution's reputation, showcasing its achievements and improving its relations with the public. Promotion of an educational institution is not only about increasing the number of students, but also about shaping its image and identity in the eyes of the public. Highlighting the unique aspects of the educational programme offered, as well as highlighting the quality of the teaching staff, infrastructure and extracurricular activities, is an important part of this communication. In the case of private educational entities, promotion is often an essential element to financial sustainability, as these institutions must secure sufficient interest from students to cover their operating costs and further development.
Promotion is now an essential tool for any educational institution, regardless of its size or type. In a competitive environment where educational institutions compete for the attention of potential students and parents, effective promotion is necessary to ensure their visibility and attractiveness. In addition, promotion allows the building of an institutions reputation, showcasing its achievements and improving its relations with the public (Paladan, 2018; Pitonáková, 2014). Promotion of an educational institution is not only about increasing the number of students, but also about shaping its image and identity in the eyes of the public. Highlighting the unique aspects of the educational programme offered, as well as highlighting the quality of the teaching staff, infrastructure and extracurricular activities, is an important part of this communication. In the case of private educational entities, promotion is often an essential element to financial sustainability, as these institutions must secure sufficient interest from students to cover their operating costs and further development (Hermawan & Walid, 2024).
For this reason, an educational institution must behave similarly to a commercial enterprise. While a business entity tries to reach as many potential customers as possible to sell its products or services, an educational institution should be able to attract potential clients, i.e., students and, in the case of lower levels of education, their parents. Marketing communication in the context of educational institutions is perceived as a two-way dialogue between actual or potential customers (students), partners and the wider public (Cerná etal., 2015; Cábyová etal., 20044).
The need for effective, targeted and well-designed communication by educational institutions is addressed by the researchers ofan APVV Project: Roadmap ofa Digital Platform Providing AI (Artificial Intelligence) Automation of Decision-Making Processes in the Field of Communication Strategy. Within the project, extensive quantitative research was carried out, which focused on the analysis of the profiles of private educational institutions in Slovakia on the social media platforms Facebook and Instagram (namely kindergartens, private primary schools and private secondary schools). Using the Zoomsphere analytical tool, 446 profiles of educational institutions were analysed. Data collection from profiles on these platforms was defined for a period of one year, from March 2023 to March 2024. The main objective of the research was to examine the nature of the social media, specifically the number of followers, likes, number and nature of posts, as well as the intensity and nature of interactions with users on these platforms. The extensive database of educational institutions, including their type, number of students, staff and geographic location, provided multiple opportunities to conduct sub-surveys. These surveys allowed the impact of individual school characteristics on the quality of their communication on social media to be explored.
The research results show (Cábyová etal., 2024a) that private schools use Facebook more than Instagram. Of the 352 schools that have social media accounts, 78.92% communicate on Facebook and only 39.46% on Instagram. It was confirmed that the higher the number of interactions on Facebook, the higher the number of interactions on the school's Instagram profile. Based on the analysis, it can also be confirmed that there is a positive relationship between the presence of a Facebook profile and the number of pupils in the school, as the number of pupils increases, the likelihood ofthe school also having a profile on Instagram increases.
The researchers also focused on the influence of the type of contributions (video, text, image) (Cábyová et al 2024b). The results confirmed that visual content such as images and videos attract more attention and elicit higher levels of interaction compared to purely static text content or text with links. Video content that provides richer context has the potential to increase user interaction. Conversely, text posts, especially those with links, are less attractive and have a weaker relationship with user engagement. This result may be due to fast scrolling, and a preference for content that is quickly read or consumed. The findings suggest that educational institutions should focus on visual and video content on social media to increase engagement with their target audience, especially young people. It is visual and video content that can help educational institutions to improve communication with young people, who are the target audience of educational institutions. However, it should not be forgotten that Facebook regularly adjusts its algorithms, which can affect the way posts are displayed and how users interact with them.
Javorik and Marcin (2024) focused their research on private kindergartens, analysing 228 kindergartens and their communication on Facebook and Instagram. The results of the research confirmed that Facebook is also the most commonly used social medium for this type of educational institutions. The results of the research also highlight the fact that kindergartens not only use Facebook to keep up to date with current events and activities, but also use it to build community, strengthen relationships with parents and encourage participation.
Piatrov (in press) focused his study on the Instagram communication of the best universities in the world according to the QS ranking. The communication strategy of the top five universities in terms of the key metrics achieved, the relationships between the metrics, and also the content published in terms of the type of format was investigated. The study resulted in a set of several findings that can be adopted by other universities or other educational institutions. These findings provide practical guidelines for universities wishing to optimise their impact on Instagram through an appropriately chosen communication strategy.
Finally, Krajcovi (in press-a) identified and analysed the primary challenges and limitations in the use of social media for marketing communication in educational institutions, conducting thorough quantitative research in the form of individual interviews with representatives from a range of educational institutions. The findings of the research indicate a number of challenges encountered by educational institutions of diverse types. One of the principal challenges identified across all types of educational institutions surveyed is the irregularity of communication on social media and the limited utilisation of these platforms. The interviews revealed a lack of emphasis on innovation and the utilisation of predominantly conventional formats. The existence ofinternal barriers has been identified as a significant factor limiting the effective utilisation of social media.
Another important area of research on online communication in educational institutions was the exploration of the use of the social platform TikTok, which is currently one of the most popular social media, especially amongst the younger generation.
Cábyová and Krajéoviè (2024) explored the possibilities of using TikTok in educational institutions. They pointed out that TikTok can be regarded as a valuable educational tool that can effectively convey ideas and complex topics through concise, visually engaging videos. By engaging young people and fostering their interest in a range ofsubjects, TikTok can enhance their communication, critical thinking, and collaborative abilities. Additionally, the platform offers educational institutions various advantages, such as increasing student engagement and effectively promoting their institutions, thereby strengthening their digital identity and reach.
Krajéoviè and Madlendk (2024) discussed the use of TikTok for marketing communication by selected educational institutions. They analysed the method of use as well as the advantages and disadvantages of communicating through this social media platform. The results of their analysis showed that only a fraction of educational institutions use TikTok for communication. On the other hand, they use more traditional social media such as Facebook and, to a lesser extent, Instagram in their communication. However, the inclusion of TikTok in the communication channels of educational institutions represents a significant shift towards new trends in communication, and an opportunity to reach a younger audience. In addition, as TikTok is used by a very small number of schools, its use can be a significant competitive advantage. TikTok, with its younger and more active audience, offers unique opportunities for educational institutions to promote and interact with students and potential students.
The use of TikTok as an innovative tool for marketing communication by educational institutions was finally explored by Krajcovic (in press-b). The author provided a comprehensive view of the use of the Tik Tok platform in the context of educational institutions' marketing communications and promotion of educational content. He revealed that TikTok has gradually established itself as an innovative tool for the marketing communication by educational institutions and the promotion of educational content, although the use of TikTok in education also contributes to the development of digital literacy and skills. The results of several studies and papers suggest that the use of TikTok in education is not only a popular trend, but also an effective way to reach the younger generation, encourage their engagement in the educational process and develop their digital skills. One of the most prominent ways in which educational institutions are using TikTok is through the concept of microlearning. Studies also show that student engagement and participation are significant benefits of using TikTok in education. Despite the positives, there are some challenges associated with using TikTok in educational settings. One of the main concerns is the rigour of the content. As TikTok is primarily an entertainment platform, not all content meets the high standards set for education. Other risks of inappropriate use of the platform include privacy concerns, cyberbullying and the spread of inaccurate information.
A different perspective on the issue at hand is provided by Fasiang and Gezik (2024) in their study, who, through the correlation of market data, explain and approximate the interrelationships of selected economic attributes and metrics of consumer behaviour in the scope of optimising the allocation of the purchase gradient of a business unit (educational institution) in the context of maximising the effect of communication and service activities oriented towards achieving the economic prosperity of the business entity. The focus of the scientific study reflects the application of the interconnectivity of market predisposition, characteristics of the target group and geographical servicing in the form of localization of the business unit in the paradoxical situational model of Hotelling"s Law. The result of the study confirms the leveraging effect of transactional increase and the rationale of localised communication effect for influencing consumers" purchase decision-making processes in the purchase pairing of a business unit.
Furthermore, Kusá, Fasiang and Belicková (2024) pointed out in their study the spatial application of marketing communication, which is a key factor in influencing customers" purchase behaviour. Targeted marketing communication in a spatial context can serve as a catalyst for accelerating purchase behaviour, opening a new dimension for business strategies aimed at increasing the customer base and optimising market reach. The study examines how innovative approaches in marketing communications can strengthen the business position of a business unit (educational institution) with respect to competitive influence.
The results of the individual studies clearly demonstrate the importance of thoughtful and targeted communication by educational institutions on social media. Private educational institutions that are actively engaged in promoting themselves on Facebook and Instagram achieve a higher level of interaction with users, and are able to effectively reach their target audience, which increasingly prefers visual content and videos. Communicating via social media platforms is not only an option for educational institutions, but also a necessity in a competitive environment, where visibility on platforms such as Facebook, Instagram and also Tik Tok is becoming an important step towards their success and sustainability.
Acknowledgement: The paper was elaborated within the research project supported by Slovak Research and Development Agency No. APVV-22-0469, entitled "Roadmap of a Digital Platform Providing Al (Artificial Intelligence) Automation of Decision-Making Processes in the Field of Communication Strategy".
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