The Use of Social Media for Private Higher Education to High School Students in Sri Lanka

Abstract

Marketing is an important part of a company's operation in revenue generation.  Marketing in the private higher education (PHE) is no difference with any other companies.  At the turn of this era, there is no denial that social media is one of the most cost effective method to reach a vast group of people at the shortest period of time in comparison to other available marketing channels.

With the rapid growth and revolution in the social media helped catapult by the easy access to internet, the advancement and availability of mobile devices, social media marketing has become an infinite way to reach the huge customer base in Sri Lanka.  Despite the fact that the growth and development of social media assisted by the factors that support the growth and usage of mobile devices and development of ICT, many PHE in Sri Lanka are not realizing the full potential.

Understanding the reasons of such gaps and the factors affecting the growth and development of social media would be very useful for the marketing arms of the PHE to make use of social media to reach the target market at the relatively lower cost ratio.

The purpose of the research is to find out how PHE in Sri Lanka could use social media marketing to tap into their target market.  Surveys are done with the high school students to understand their social media behavior.  In the findings, we have found out a number of very useful information such as the peak period of the day, what are their favorite social media, what are the applications in the social media that they use the most and including the usage of the people closes to them.  These information can be used by PHE is plan their online marketing.

Keywords: Social media marketing, higher education, high school student, promotion, Sri Lanka