Digital Marketing Through Social Media Best Practices

Abstract

The exponential growth of social media usage during the past few years has unfolded unprecedented opportunities. The effective utilization of relevant social media tools, which was once considered the domain of business organizations only, is gradually shifting to various kinds of organizations functioning in society, and educational institutions are no exception. The current study aims at finding out the best practices followed by the top higher education institutions in GCC region, focusing on how they are tapping the vast potential of their online presence, specifically in social media. The researchers take into consideration the different kinds of social media used and the nature of content shared by the selected higher education institutions to gain interesting insights through comparative analysis in order to discover the critical success factors for the desired objectives. This chapter has an implication on all the HEIs in the GCC, education consultancies, digital marketers, businesses, and other stakeholders who are interested in the field of digital marketing.