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Companies have relied of Facebook ads as a way to take advantage of this social media medium on college campuses but just because it is the ‘safest’ way to use Facebook doesn’t mean it’s the most effective.
Many large companies who embark on college marketing know they need to tie Facebook into their college marketing strategy which we certainly agree with, as Facebook is in very high demand among 18-22 year olds. The question is how to effectively incorporate it.
Facebook offers traditional online ads similar to banners ads on the margin of the facebook platform. Companies and agencies like this type of approach because it is familiar to them, they can gather (or at least they think they can gather) traditional type metrics to analyze and everyone will go on their merry way. The problem is that college students (and most people in general) do not go on Facebook to look at ads; they are not interested in engaging with online ads and it’s just another example of students’ being bombarded with digital ads, while they are trying to enjoy an online experience.
Having an understanding of what drives college students’ NEED to communicate with their fellow students and peers will drive your college viral marketing campaign. Use student influencers to spread the word online and on campus.
College VIRAL Marketing continues to increase dramatically as more students become connected through social media outlets and use other forms of technology. When it comes to the 18-24 target demographic, this is even more apparent as students display a tremendous word of mouth capability, especially amongst peers and social influencers. Having the right students spread your message on campus and through social media, can make your campaign go viral.
Any on campus college marketing campaign must identify strategy to ignite traditional college advertising mediums and turn them from simple word of mouth campaigns into fast-paced viral campaigns using peer-to-peer student marketing .