After going live, networking sites quickly won over a base of users looking for an easy way to keep in touch with their family and friends. As this band of fans grew so did the role that social media plays in our lives. These sites are now a powerful source of information, with users turning to them to learn about businesses, world events, political issues, and even academic institutions.
Considering that young adults make up a significant portion of social media users, it's evident why universities are increasingly using these sites to promote themselves and attract new students. And this is to the benefit of both those looking to study and those already enrolled at a university. With the details published online, such as courses and subjects offered, registration dates, social activities and parties, sports events and relevant news, visitors to the site are able to stay up-to-date and communicate easily with the university and fellow students.
"The presence on social media helps prospective students in getting a feel for the university and what it would be like to be a student there," says Raymi van der Spek, Executive Director, Administration and Strategic Development, University of Wollongong in Dubai (UOWD).
Facebook has proven to be the most powerful tool, says van der Spek, adding that Twitter is growing in the Middle East. Understanding the potential of these media and looking to benefit from it, UOWD is currently exploring new platforms and expects to introduce LinkedIn soon.
"The platforms help students understand UOWD's atmosphere and culture. It allows them to witness the latest news and events, take part in discussions and communicate with staff and students. A lot of our current students explain processes and share information with the new students and promote UOWD to them. Friends are made even before students meet in person," he says.
Online promos
American University in the Emirates (AUE) has recently started using Facebook as a promotional tool, saying that being involved with social media is essential.
"So far we're only using Facebook but we are planning to use Twitter and YouTube, too," says Karen Unicomb from the Student Affairs Department at AUE. "We recently started to consider these social networking sites and we came to realise that it simply is a must."
Despite having used Facebook for only a short period, AUE believes the move will boost student intake. "We just launched our page a few weeks ago but we are optimistic about the potential impact. We estimate that it attributes for around 5 per cent at least of our student intake," says Unicomb.
Open communication
Networking sites enable easy and casual communication between universities and students, as traditional methods of communication always have a degree of seriousness. This relaxed, open communication benefits everyone, says UOWD's van der Spek.
"Using social media allows us to communicate on a softer, less formal note. It also brings unity with our graduates, students and prospects. Students feel free to get their questions answered and they prefer doing this [through these sites]. It also allows us to get honest feedback and suggestions openly," he says.
Supporting this is Murdoch University Dubai (MUD). Social media can promote the fun side of studying and create a community feel, which present students enjoy, says Professor John Grainger, Pro-Vice Chancellor/Executive Vice-President of MUD.
"Our aim is to provide students with a platform where they can interact with each other, gain access to important information and build a sense of community. It is also a great way to showcase the workshops, events and activities taking place on campus. We've found that students participating in these activities enjoy seeing photos of themselves and friends online. It is a fun and useful communication tool and that is how we have tried to use it," he says.
While students in the UAE make up the bulk of the members on these networking pages, interest from aboard is also evident. "The majority of the friends we have on Facebook are from the UAE. However, we also get a large number of hits from Australia, India, Pakistan and Nigeria among others," says Grainger.
Huge potential
Using social media as a source of information will grow as people increasingly see it's potential. "At first, a lot of people overlooked social media as being just that, something social. But now it's an extremely popular tool because it's so effective," explains Sandy Brown, a creative director specialising in marketing. This trend is here to stay, she says, so happy networking!
