Social media is an essential marketing tool for educational publishers. But the changing algorithms, rise and fall of new platforms, and overall nature of social media make some developers hesitant. In their edWebinar, “Social Media Marketing 2.0: Educators Love Social Media,” several education marketing insiders offered their perspectives on using social media with educators.
First, because educators continue to flock to social media, it should be part of every marketing plan, along with email and media relations. It may consist of organic messages as well targeted social media ad campaigns. The key is to know when using social media with educators should be the prime channel, and when it’s going to support other efforts.
For example, if the product is marketed directly to classroom teachers, then social media can be a primary focus of the campaign. If it’s an expensive product, like a district-wide adoption, or if it requires a long sales process from initial awareness to conversion, then social media becomes a lead nurturing tool instead of a lead generation tool.