From Likes to Enrollment
Students and Experts Weigh in on Social Media’s Role in Choosing Melbourne Universities
"I learned about the Monash through information shared by Monash students who have already enrolled on Red and YouTube after I got my conditional offer in May 2023."
"The personal experiences and comments shared by the students will give me a more realistic view of the school, which will help me make a decision."
Jerry Jiang, an undergraduate student from China majoring in radiography and medical imaging at Monash University located in Clayton, Melbourne
According to the right graph, by 2024, 5.35 billion people will use the Internet, equivalent to 66.2% of the world's total population. Social media has not only changed the way we communicate, but it has also changed the way we gather information, make decisions, and understand the world. For young people in particular, social media is now the primary means of seeking information and communicating with their peers.
The 2019 QS (ISS) shows that 85% of prospective international students use social media as part of the research process when deciding where to study, even if preferences vary from country to country. Furthermore, the findings generally support the idea that knowledge of the most popular social media -Facebook, does have a positive impact on study plans and higher education choices.
For international students in Melbourne, social media plays a key role in understanding university activities, course structures, and reviews from past students, all of which are important factors for students to consider when choosing a school. In response, students from Monash University, RMIT, and the University of Melbourne shared their experiences.
Jerry Jiang, a Chinese international student studying at Monash University, shared his preferences when choosing the university.
When Jerry received his offer from Monash, he went beyond the official university descriptions to make his decision. Instead, he turned to social media and delved into student comments to get a genuine feel for the school's culture.
“I tend to search the student comments because the official account might be a bit biased, they definitely don’t want to say some bad things about the uni,” Jerry said.
Liv Arbess, a Monash student from Canada also mentioned this. She believes that the university’s vibe and students’ daily life in the city are the most important factors to consider when making a decision.
However, students from different universities have different preferences when making school choice decisions.
Yudan Jiang, a student from RMIT majoring in communication design, pays attention to course ranking and the course structure.
Based on the powerful influence of social media, many university clubs and activities rely on posting information on social media as an essential means of attracting students. Conlan Zhong, from the University of Melbourne, shared his experience on social media.
When asked if this information on social media would influence the decision to choose a school, Conlan Zhong gave a positive answer.
“Definitely yes, I can see people always have in good time and It can make me ambitious,” Conlan said.
“All of the cases should be taken into account
because you know,
this university is worldwide and its students may come from
all over the world.”
Ruonan, Monash Studnet, Chinese
Melbourne thrives as a vibrant tapestry of cultures, a dynamic mosaic reflected in the diverse student body of its universities. With its international allure, this city seamlessly blends global influences and creates a rich, multicultural atmosphere that infuses every corner of academic life.
Universities such as Unimelb, Monash, and RMIT are gateways to the world, embracing students from around 150 countries and regions. This international fusion extends to their social media landscapes, where a vibrant array of platforms buzzes with diverse voices and perspectives. The result is a rich tapestry of global interaction and reflects the cultural mosaic that defines these institutions.
Students from Unimelb, Monash, and RMIT shared how exploring various social media platforms influenced their university selection.
In addition, they also highlight the crucial role of digital insights in their decision-making process.
Mttamga Nnagir, a PhD student at RMIT, is also using social media to share tips on scholarship applications and valuable insights to potential students.
However, social media is not the only source of information that students use to make their choices.
A few students indicated that they tend to refer to family, friends, and teachers when choosing a college; they are hesitant to take information on social media with a grain of salt.
"In fact, I hadn't searched for information about the school on social media. I attended Monash because of my high school teacher's references and my family's strong recommendations," represented Vilara Perera, a master's student of laws in global society and human rights in Monash.
Ayesha Jogcnah, an Australian law student at Monash, echoes this opinion. She values advice from people she knows over online comments from strangers. In addition, she also mentioned attending the school's open day with her family to experience the campus firsthand.
In addition, according to Mark Wu, Associate Director China at StudyCo, a local Australian study agency believes that there is not a big difference between traditional enrollment methods and social media enrollment methods in the digital age.
Mark argues that whether it's traditional methods such as admissions seminars or current social media campaigns, the essence is to provide students with more information about a school to help them choose.
"Nowadays, students get more information about schools from social media, but a few years ago when students would learn about schools through web pages like Yahoo."
- Mark Wu -
Moreover, Mark also explains the varying priorities in school choice among students from different regions. "Some students give priority to what they need at this stage, while others weigh more on the school's ranking and reputation," Mark Wu said.
For instance, both the University of Melbourne and La Trobe University boast excellent agriculture programs. Local Australian students often prefer La Trobe for its hands-on experience, which provides them with practical skills while Asian students, particularly those from China and India, favor higher-ranked universities like Melbourne to boost their competitiveness in the job market back home.
Furthermore, Mark also analyzes different types of schools' social media promotion strategies.
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