An Assessment of the University Usage of Social Media Platforms: Case from Lebanon—Analytics—Part 2

Abstract

This paper, the second part of two, aims to provide results and findings to support the main objective of the research, i.e., to assess how a selection of Lebanese Universities utilizes social media platforms to attract potential student candidates. Social Media in the last decade has become a significant recruitment media adopted by universities around the globe, including Lebanon, to attract and effectively recruit millennial high school graduates who are digitally proficient and smart. Six universities were involved, so capturing recorded activity is essential to assess such efforts and pinpoint gaps that must be addressed to justify student recruitment investments by universities. This study is based on a mixed approach though with a concentration on the quantitative, deductive, and descriptive approaches capitalizing on collected data from the different university social media platforms and performing the required analysis to help categorize selected universities in their efforts, successes, and gaps. This paper shows the numerical, graphical, and discussion analyses of the results. Results confirm there is a lack of motivation schemes to attract potential candidates and encourage them to interact with such platforms. Moreover, universities lack specialized digital marketing staff to produce the appropriate content and design marketing strategies that are attractive, interactive, and with high response rates to inquiries.