The increasingly international and interconnected world of student recruitment continues to create new opportunities and challenges for institutions of all kind. One of the most significant ways branding and marketing of higher education has changed in recent years has been in the online space, using a variety of new platforms for external engagement and communication. The terms “social” and “digital” refer to the use of both social media and digital marketing more generally, and include the role of effective and intuitive websites. Institutions are making greater use of social media and digital platforms like Twitter, Facebook, YouTube, and podcasts to market their programs, while website design and interface is proving a crucial component in how colleges and universities present themselves to prospective students. In early days, the social media landscape tended to fluctuate quite a bit. New sites and apps were introduced and rapidly gained popularity, only to quickly fade away and be replaced by the latest trends.
