This week, Neil Baker, Marketing Manager at digital marketing agency AddPeople gives advice the use of social media for language schools, much of which will also be applicable to agencies.


What kind of advice would you give to small or medium-sized language schools that are looking to promote their products and programmes using online media?

“Social media can sometimes seem like a daunting task, especially if you work in a niche industry, but early adopters will benefit from the ‘first mover’ advantage. Whilst it is up to you to decide upon a creative approach for your audience, there are three non-negotiable steps when it comes to achieving social media success:

Don’t Waste Time: Before you get started, it is important to identify the correct platform for you in order to avoid wasting valuable time and resources. The major players such as Facebook, Twitter, LinkedIn, Google+ and Pinterest all have different social features that attract different types of users, so make sure you are familiar with the pros and cons of each platform.

Research by Hubspot has shown that B2C businesses tend to have more success on Facebook, whilst B2B businesses gain more customers via LinkedIn. Doing your research, particularly with your existing clients, will help you discover which platform will work best for your language school.

Listen and Engage: The most important factor of social media is communication. Keeping your community engaged will hold the most value and will allow for personality to be brought to your brand. It is important to take a friendly approach when communicating with your audience, as language schools deal with a wide-range of people and thus require a friendlier, less corporate tone.

Create Sharable Content: Give people a reason to like and follow you by offering helpful and engaging content. As a language school, you might try offering free teaching tips and taster material to attract a potential audience. EBooks and webinars would work well for this purpose and will certainly help build awareness of your business.”

Language schools use a variety of marketing methods to attract potential students (a majority of which are based overseas). How would you rank social media tools in order of effectiveness, expense and ease of use/implementation for the typical language school owner?

Ease, Expense and Effectiveness: “The majority of social media sites are free to join and relatively easy to set up. The most important factor for a languages school is to make sure its profiles are monitored and updated regularly. Utilising social media management software such as Hootsuite or Buffer can help save time and resources by identifying which networks have been most effective.

In order to maintain a solid social media campaign, your efforts must be on-going. Social media is a long-term commitment so it is important to dedicate a reasonable amount of time and effort into making it work. Putting a social media strategy in place and setting goals and targets is a great way to ensure your activity is on-going. 

Ensure you regularly evaluate your social media success in order to build on both the positive and negatives of your campaign. Doing this will hopefully deliver great results and make your language school stand out as a creative enterprise.“

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