The document analyzes 246 Facebook pages of universities from the Netherlands, Germany and Great Britain. Criteria for evaluation included findability, user interaction, photos, videos, program/admission information, testimonials, housing, university city, and social media presence. Universities were ranked based on scores in these areas. The top university in the Netherlands was Wageningen University, which scored highly across most criteria. Smaller schools generally had less developed Facebook presences. The analysis was conducted by prospective students to reflect what information is important to this audience.

1. Analysis of Facebook Pages
Rankings
November 2012
Christian Siebmanns
Gina Kunk
Dr. Peter Stegelmann

2. EDU-CON Strategic Education Consulting GmbH
Salzbergener Str. 64
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Geschäftsführer: Dr. Peter Stegelmann
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USt-Nr.: 311/5821/1705
USt-ID-Nr.: DE231174389

3. Index
A Introduction
B Research Method
C Criteria
I. Introduction
II. Find-Rate
III. Number of Likes/Friends
IV. Post Count
V. Likes by Users
VI. Comments by Users
VII. Shares by Users
VIII. User Interaction
IX. Photos
X. Videos
XI. Degree programs
XII. Admission requirements
XIII. Testimonials
XIV. Housing
XV. University City
XVI. Social Media
D Rankings
E Conclusion

4. A Introduction
This is an analysis of Facebook Pages of Universities and Universities of Applied Sciences from the Netherlands, Germany and Great Britain as presented
at our annual Social Media Seminar on November 15th.
The idea was to find out how universities advertise themselves to prospective students on Facebook. The analysis focuses on how prospective students
view Facebook pages. The entire analysis was conducted by two prospective students. In the beginning we developed criteria on what was important for
making study choices (e.g. degree programs, admission requirements, testimonials etc.).
246 Facebook pages have been analyzed in total: 55 The Netherlands, 98 Germany, 93 Great Britain
This is the only analysis of Facebook Pages of educational institutes we know of, so if you have any questions or suggestions on how to improve the re-
search method, feel free to contact us.
B Research Method
The data of the analysis was directly gathered on Facebook by two prospective students. The criteria were developed by prospective students who will
begin their studies within the next two years.
The result formulas were developed by the prospective students in cooperation with the EDU-Research team.

5. C Criteria
I. Introduction
Facebook has become an important tool for marketing. Therefore it is important for universities and universities of applied sciences to be active on Fa-
cebook. It can be used as an effective marketing tool to attract prospective students. What is important for prospective students when selecting a degree
program and university? To find out we did brainstorming at the office with all the people who will start studying within the next two years. We wanted to
find out what is important to us as prospective students, when we look for a place to study. Our five most important aspects were:
• Information about the university
• Information about the degree program/faculty & admission requirements
• Testimonials from current students
• Information about the university city
• Impressions of the university (in the form of pictures and videos etc.)
From this list we deduced a list of criteria for Facebook pages.
II. Find Rate
The first thing prospective students have to do to find information about the educational institute is find an information source. Sometimes it is not easy to
find a university page on Facebook because of influencing factors, such as the name of the page.
Therefore the first criterion was the Find-Rate. The question was: If we search for a university by name on Facebook, how well can we find it?
By clicking on the first result which was displayed and landing on the correct page, it meant that the Find-Rate was Excellent.
If a time span of ten seconds for consideration where to click was needed, the rating was Average.
The rating was Bad if a page was chosen but it turned out as unofficial or an automatically by Facebook created Community Page. If no page was found, it
was marked as such.
Facebook sorts its search results by a number or different factors. It is suspected that they consider how much you are paying them for advertising.
Prospective students do not care if the page of the university is hard to find. They want to find out about their study and will look elsewhere to get the desi-
red information.

6. III. Number of Likes/Friends
How many people have liked the page of the college? If the college still uses a Facebook profile (and not a page), the friends of the profile will be counted
instead.
IV. Post Count
Beginning in July 2012, all the posts by the university in June 2012 were counted. To simplify the counting process, actions automatically posted by Face-
book like cover picture changes or upload of photos were counted as posts as well.
V. Likes by Users
How often did page visitors like the posts of the university? It is important to note that the analysis was started in July, but this is no guarantee that the
Likes were actually counted in July. This is considered the easiest form of interaction for the user, since it only requires a single click.
VI. Comments by Users
How often did users comment on the posts by the college in June 2012? The quality was not judged, just the total number of comments. Also comments by
the college itself were not excluded. This was considered a stronger form of interaction than giving a like because it requires a thought and some time.
VII. Shares by Users
How often did the users share the posts by the college? This was considered the strongest form of interaction, because it makes the university’s post
appear on the user’s timeline and the user can still add his/her own description.
VIII. User Interaction
Sometimes students and prospective students ask questions that need to be answered. Here it was important to determine who answers those.
Possible options for this criterion are: University, Visitors, Both and Unascertainable.
Of course it is important for the university to maintain their page and keep contact with their target group, but the rating is even better if other users who
are not closely involved with the university answered the questions. This shows that they care enough to stay on the page for a longer period of time and
take an interest in its content.
On some pages this interaction is simply not there or questions are not answered, so this criterion cannot be determined which resulted in a bad rating.

7. IX. Photos
Most people are familiar with the bounce rate which determines how long someone stays on a site to look at its content.
The bounce rate for this criterion was ten seconds. Every user will have made the decision whether or not he or she wants to take a look at the photos
after ten seconds or go back to the previous page. Therefore it is usually better to have a good album structure and many high resolution pictures.
Here very few and/or low quality photos qualified as Bad. A few photos of good quality made the result Average. A lot of high quality photos meant an
Excellent result.
Flickr and Pinterest where included in the inspection as well.
It is important to say that especially for this criterion, the measurement was a bit subjective because everyone will have a different opinion.
X. Videos
The rating for the Videos criterion was very similar to the Photos one. The time before the judgement of the videos added up to twenty seconds because
sometimes.
Very few videos of bad quality result in a Bad rating. A few videos lead to an Average and a lot of high quality videos mean an Excellent rating.
If there were no videos available, it was marked as such.
YouTube was also included in the analysis.
It is important to say that especially for this criterion, the measurement was a bit subjective because everyone will have a different opinion.
XI. Degree programs
Information on degree programs is usually the first thing prospective students look for. Therefore it is important to add that information in places where
they will look – such as the Facebook page of the university.
It turned out that information on degree programs was mostly nonexistent, but if it was available, it was usually a list of links to the websites.
Here the rating could be Excellent, Average or Link to Website, Bad and Not found.
XII. Admission requirements
Admission requirements are usually displayed on the same site as the degree programs. That is why they were mostly nonexistent as well. But if they were
available, they were simply links to the website.
The rating is the same as for degree programs.

8. XIII. Testimonials
It was looked for testimonials. If there were at least two, testimonials were considered Available. All forms of testimonials were legit (videos, text etc.).
Links to testimonials on the university website were rated as Link to website.
XIV. Housing
Prospective students oftentimes have problems finding a place to stay and sometimes the university offers help with finding an accommodation.
Here the option for the rating were either Available or Link to Website and Not available.
Housing might be important in some seasons, like at the start of a semester.
XV. University City
Included in this criterion were photos and videos, and apps that were specially created for giving information on the town. The measurement here was
subjective.
The rating could be Appealing, Link to Website and Unappealing or Not found.
XVI. Social Media
Does the university offer other ways to connect? All social media platforms were legit. If there was at least one other social media platform offered (for
example in the form of an app) on Facebook it was rated Available otherwise Not availabe.

9. D Rankings
All the presences were analyzed using the criteria explained earlier. The results were then entered into the House formula found in the graphic below.
The post criteria (Shares, Comments, Likes) were entered into the Life in the house formula. Both results were then multiplied to get the final score.
To get comparable results, institutes were divided into weight categories determined by their student count.
Only the rateable results are listed. Rateable in this case means that a page or profile was found, and that neither the House nor the Life Score equaled
zero.

10. EDU-CON Social Media Seminar 2012
Analysis of Facebook Pages - Rankings
I. The Netherlands
Universities with less than 1000 students:
Name of the University Find-Rate User Interaction Photos Videos Programs Admissions Testimonials University Town Housing Social Media House Score Life Score Final Result
Pabo Hogeschool Helicon 5 3 3 1 5 2 1 2 2 1 1800 167 300600
Hogeschool Edith Stein 5 3 5 5 1 1 1 1 1 1 375 255 95625
Design Academy Eindhoven 3 1 5 1 1 1 1 1 1 2 30 54 1620
Windesheim Honours College 5 1 3 1 1 1 1 1 1 1 15 80 1200
Iselinge Hogeschool 5 1 1 1 1 1 1 1 1 2 10 84 840
Gerrit Rietveld Academie 1 1 3 1 1 1 1 1 1 1 3 36 108
6 of 12 rateable
Universities with 1000 to 20000 students:
Name of the University Find-Rate User Interaction Photos Videos Programs Admissions Testimonials University Town Housing Social Media House Score Life Score Final Result
Wageningen University 5 3 5 5 5 2 3 3 2 2 135000 336 45360000
Technische Universiteit Delft 5 3 5 3 3 2 1 1 1 2 2700 439 1185300
Universiteit Maastricht 5 3 5 5 1 1 1 1 2 2 1500 507 760500
Christelijke Argrarische Hogeschool
5 2 5 1 3 2 3 2 1 1 1800 216 388800
Dronten
Hogeschool van Hall Larenstein 5 1 5 5 3 2 1 1 1 2 1500 64 96000
HZ University of Applied Sciences 5 3 3 3 1 1 5 1 1 1 675 108 72900
Technische Universiteit Eindhoven 5 3 3 3 1 1 1 1 1 2 270 251 67770
Stenden University of Applied Sciences 3 3 5 5 1 1 1 1 1 2 450 64 28800
HAS Den Bosch 3 3 5 1 1 1 1 1 1 1 45 152 6840
Gereformeerde Hogeschool 5 1 5 1 1 1 1 1 1 1 25 264 6600

11. EDU-CON Social Media Seminar 2012
Analysis of Facebook Pages - Rankings
Name of the University Find-Rate User Interaction Photos Videos Programs Admissions Testimonials University Town Housing Social Media House Score Life Score Final Result
Leiden University 1 3 3 3 1 1 1 1 1 2 54 56 3024
NHTV Breda 5 2 5 1 1 1 1 1 1 2 100 20 2000
Universiteit Twente 3 3 3 1 1 1 1 1 1 2 54 22 1188
Open Universiteit 5 1 1 1 1 1 1 1 1 2 10 107 1070
Hogeschool Tio 3 2 5 1 1 1 1 1 1 2 60 6 360
HBO nederland 5 1 3 1 1 1 1 1 1 1 15 20 300
Tilburg University 5 1 3 1 1 1 1 1 1 2 30 8 240
ArtEZ Institute of the Arts 3 1 3 1 1 1 1 1 1 1 9 24 216
Amsterdamse Hogeschool voor de
3 1 3 1 1 1 1 1 1 1 9 18 162
Kunsten
Radboud Universiteit Nijmegen 3 1 3 1 1 1 1 1 1 1 9 8 72
20 of 28 rateable
Universities with more than 20000 students:
Name of the University Find-Rate User Interaction Photos Videos Programs Admissions Testimonials University Town Housing Social Media House Score Life Score Final Result
Rijksuniversiteit Groningen 5 3 5 5 3 2 3 2 2 2 54000 105 5670000
Hogeschool van Amsterdam 5 1 3 5 3 2 3 2 2 2 10800 158 1706400
Saxion Hogeschool 3 3 5 5 3 2 1 2 2 2 10800 68 734400
The Hague University of Applied Sciences 5 3 5 5 3 2 1 1 2 2 9000 16 144000
HAN 3 3 5 5 3 2 1 1 1 2 2700 40 108000
Hanzehogeschool Groningen 1 3 5 5 3 2 3 1 1 2 1800 51 91800
Hogeschool InHolland 5 3 3 3 1 1 1 1 1 1 135 116 15660
Universiteit van Amsterdam 3 2 5 1 1 1 1 1 1 1 30 81 2430
Fontys Hogescholen 3 1 3 1 1 1 1 1 1 2 18 78 1404
Avans Hogeschool 5 3 3 1 1 1 1 1 1 1 45 31 1395
Erasmus Universiteit Amsterdam 3 1 3 1 1 1 1 1 1 1 9 3 27
11 of 15 rateable

12. EDU-CON Social Media Seminar 2012
Analysis of Facebook Pages - Rankings
II. Germany
Universities with less than 5000 students:
Name of the University Find-Rate User Interaction Photos Videos Programs Admissions Testimonials University Town Housing Social Media House Score Life Score Final Result
EBC Hochschule 3 2 3 3 3 2 1 1 1 2 648 124 80352
Karlshochschule International University 5 3 5 5 1 1 1 1 1 1 375 125 46875
Deutsche Sporthochschule Köln 5 3 3 1 3 2 1 1 1 1 270 139 37530
Deutsche Universität für Weiterbildung 5 2 3 5 3 1 1 1 1 1 450 77 34650
Mediadesign Hochschule für Design und
5 1 5 5 1 1 1 1 1 1 250 111 27750
Informatik
Hochschule Bochum 3 3 1 1 5 2 1 1 1 1 90 216 19440
6 of 21 rateable
Universities with 5000 to 25000 students:
Name of the University Find-Rate User Interaction Photos Videos Programs Admissions Testimonials University Town Housing Social Media House Score Life Score Final Result
Universität Potsdam 5 3 5 3 5 3 1 1 1 2 6750 149 1005750
Universität Bremen 3 2 5 5 1 1 5 1 1 1 750 262 196500
Universität Bielefeld 5 2 3 1 3 2 1 3 1 1 540 304 164160
Universität Erfurt 5 1 5 3 1 3 1 1 1 2 450 284 127800
TU Bergakademie Freiberg 5 2 5 5 1 1 1 1 1 1 405 152 61560
Hochschule Ruhr West 5 3 5 5 3 1 1 1 1 1 1125 49 55125
Carl von Ossietzky Universität Oldenburg 5 2 3 3 3 1 1 1 1 2 540 97 52380
Universität Hohenheim 5 1 3 5 5 2 1 1 1 1 750 65 48750
Universität Mannheim 5 1 3 5 3 1 1 1 1 2 450 91 40950
TU Braunschweig 5 2 5 5 1 1 1 1 1 1 250 97 24250

13. EDU-CON Social Media Seminar 2012
Analysis of Facebook Pages - Rankings
Name of the University Find-Rate User Interaction Photos Videos Programs Admissions Testimonials University Town Housing Social Media House Score Life Score Final Result
Universität Stuttgart 5 3 5 5 1 1 1 1 1 1 375 97 36375
TU Ilmenau 5 2 3 1 3 2 1 1 1 2 360 85 30600
Otto-von-Guericke Universität Magdeburg 5 1 5 3 1 1 1 1 1 1 75 261 19575
Universität Paderborn 5 3 3 5 1 1 1 1 1 1 225 87 19575
Fachhochschule Münster 1 2 5 3 3 1 1 1 1 2 180 89 16020
Otto-Friedrich-Universität Bamberg 5 2 3 1 3 2 1 1 1 1 180 78 14040
Hochschule Ostwestfalen-Lippe 5 3 5 3 1 1 1 1 1 1 225 53 11925
Universität Trier 5 2 3 1 3 1 1 2 1 1 180 52 9360
Fachhochschule Bielefeld 3 2 3 3 1 1 1 1 1 1 54 152 8208
Universität Konstanz 5 2 3 1 1 1 1 1 1 2 60 97 5820
Leuphana Universität Lüneburg 5 2 3 1 3 1 1 3 2 1 540 10 5400
Universität Siegen 5 2 3 3 1 1 1 1 1 1 90 57 5130
Fachhochschule Köln 5 1 3 3 3 1 1 1 1 1 135 35 4725
Universität Augsburg 5 1 3 1 1 1 1 1 1 1 15 268 4020
Universität Bayreuth 5 1 3 1 1 1 1 1 1 1 15 169 2535
Universität Rostock 5 1 3 1 1 1 1 1 1 1 15 38 570
Fachhochschule Dortmund 5 1 5 5 1 1 1 1 1 1 125 4 500
Fachhochschule Düsseldorf 3 1 3 1 1 1 1 1 1 1 9 47 423
Heinrich-Heine-Universität Düsseldorf 1 2 3 1 1 1 1 1 1 1 6 70 420
Leibniz Universität Hannover 5 2 3 1 1 1 1 1 1 1 30 12 360
Universität Regensburg 3 1 1 1 1 1 1 1 1 1 3 56 168
Europa-Universität Viadrina 5 1 3 1 1 1 1 1 1 1 15 10 150
TU Hamburg-Harburg 3 2 1 1 1 1 1 1 1 1 6 22 132
Fachhochschule Südwestfalen 5 1 3 1 1 1 1 1 1 1 15 4 60
34 of 55 rateable

14. EDU-CON Social Media Seminar 2012
Analysis of Facebook Pages - Rankings
Universities with more than 25000 students:
Name of the University Find-Rate User Interaction Photos Videos Programs Admissions Testimonials University Town Housing Social Media House Score Life Score Final Result
Universität Bonn 5 2 5 5 3 2 1 3 1 1 4500 230 1035000
Universität Leipzig 5 1 5 5 3 2 1 2 1 2 3000 163 489000
RWTH Aachen 5 2 3 3 5 3 1 3 1 1 4050 74 299700
Humboldt Universität zu Berlin 5 3 3 3 3 2 1 1 1 2 1620 182 294840
Universität Duisburg-Essen 5 3 5 1 3 2 3 2 1 1 2700 52 140400
Universität Hamburg 5 2 3 1 3 2 1 1 2 1 360 377 135720
Ruhr Universität Bochum 5 2 5 1 3 2 1 2 1 1 600 209 125400
Goethe Universität Frankfurt 5 2 3 5 1 1 1 1 1 2 300 377 113100
Universität zu Köln 5 2 5 5 3 2 1 1 1 2 3000 34 102000
TU München 5 2 5 5 1 1 1 1 1 2 500 86 43000
Fernuni Hagen 5 3 3 1 1 1 1 1 1 1 45 162 7290
Johannes Gutenberg-Universität Mainz 5 2 5 5 1 1 1 1 1 1 250 20 5000
Universität München 5 1 3 5 1 1 1 1 1 1 75 64 4800
Universität Würzburg 3 1 3 1 1 1 1 1 1 2 18 144 2592
Universität Erlangen-Nürnberg 5 2 5 1 1 1 1 1 1 1 50 37 1850
TU Darmstadt 3 2 1 1 1 1 1 1 1 1 6 56 336
Westfälische Wilhelms-Universität
1 1 3 3 1 1 1 1 1 1 9 28 252
Münster
TU Berlin 1 1 1 1 1 1 1 1 1 1 1 69 69
18 of 22 rateable

15. EDU-CON Social Media Seminar 2012
Analysis of Facebook Pages - Rankings
III. Great Britain
Universities with less than 5000 students:
Name of the University Find-Rate User Interaction Photos Videos Programs Admissions Testimonials University Town Housing Social Media House Score Life Score Final Result
Regent‘s College London 5 3 3 5 3 2 1 1 2 2 5400 2 10800
Askham Bryan College 5 3 3 1 3 1 1 1 1 1 135 9 1215
Cranfield University 5 2 3 1 1 1 1 1 1 1 30 9 270
Leeds College of Art 5 1 1 5 3 1 1 1 1 1 75 3 225
University of Buckingham 5 1 3 1 1 1 1 1 1 1 15 8 120
City College Norwich 5 2 3 1 1 1 1 1 1 2 60 1 60
St. George‘s University of London 3 1 3 1 1 1 1 1 1 1 9 2 18
Barking and Dagenham College 3 1 5 1 1 1 1 1 1 1 15 1 15
Cardiff Business School 5 1 1 1 1 1 1 1 1 1 5 3 15
9 of 11 rateable
Universities with 5000 to 25000 students:
Name of the University Find-Rate User Interaction Photos Videos Programs Admissions Testimonials University Town Housing Social Media House Score Life Score Final Result
Oxford Brookes University 5 3 3 5 5 3 3 2 2 2 81000 1 81000
University of Sussex 5 3 5 3 3 1 5 3 1 2 20250 3 60750
University of Glamorgan 5 3 3 3 1 1 1 1 1 1 135 81 10935
University of Gloucestershire 5 2 5 5 3 1 5 1 1 2 7500 1 7500
Roehampton University 5 3 3 3 3 2 3 1 1 2 4860 1 4860
Loughborough University 1 2 3 3 3 1 5 1 1 2 540 8 4320
University of Leicester 5 2 5 3 3 1 3 3 1 1 4050 1 4050
Edinburgh Napier University 5 2 3 5 1 1 5 1 1 2 1500 1 1500

16. EDU-CON Social Media Seminar 2012
Analysis of Facebook Pages - Rankings
Name of the University Find-Rate User Interaction Photos Videos Programs Admissions Testimonials University Town Housing Social Media House Score Life Score Final Result
London South Bank University 5 2 3 5 1 1 5 1 1 2 1500 1 1500
Bangor University 5 2 3 5 1 1 5 1 1 2 1500 1 1500
University of Warwick 5 1 5 5 1 1 5 1 1 2 1250 1 1250
Royal Holloway University 5 2 3 1 3 1 5 1 1 2 900 1 900
University of Derby 5 3 5 1 5 1 1 1 1 2 750 1 750
University of Hull 5 3 3 3 1 1 1 1 1 2 270 2 540
Staffordshire University 5 3 5 3 1 1 1 1 1 2 450 1 450
Southampton Solent University 5 3 5 3 1 1 1 1 1 2 450 1 450
Glasgow Caledonian University 5 2 3 3 1 1 1 1 1 2 180 2 360
Aston University 3 1 3 1 1 1 1 1 1 1 9 36 324
Anglia Ruskin University 1 2 5 3 1 1 5 1 1 2 300 1 300
University of Aberdeen 3 2 5 3 1 1 1 1 1 1 90 3 270
City College Brighton and Hove 5 1 3 3 3 1 1 1 1 2 270 1 270
University of Reading 1 1 5 1 3 1 1 1 1 2 30 8 240
University of Westminster 5 1 3 5 1 1 1 3 1 1 225 1 225
University of Greenwich 5 3 1 1 1 1 1 1 1 1 15 13 195
Nottingham Trent University 5 1 5 3 1 1 1 1 1 2 150 1 150
Bournemouth University 1 1 1 1 3 2 3 1 2 2 72 2 144
Canterbury Christ Church University 5 2 3 3 1 1 1 1 1 1 90 1 90
University of Cambridge 5 1 3 3 1 1 1 1 1 2 90 1 90
University of Dundee 5 3 5 1 1 1 1 1 1 1 75 1 75
Goldsmiths, University of London 5 1 1 1 1 1 5 3 1 2 72 1 72
City College Norwich 5 2 3 1 1 1 1 1 1 2 60 1 60
Newcastle University 1 2 3 1 1 1 1 1 1 2 12 5 60
De Montfort University Leicester 5 2 3 1 1 1 1 1 1 2 60 1 60
University of Bolton 5 1 5 1 1 1 1 1 1 2 50 1 50
University of Bradford 5 3 3 1 1 1 1 1 1 1 45 1 45
University of Bedfordshire 5 3 3 1 1 1 1 1 1 1 45 1 45

17. EDU-CON Social Media Seminar 2012
Analysis of Facebook Pages - Rankings
Name of the University Find-Rate User Interaction Photos Videos Programs Admissions Testimonials University Town Housing Social Media House Score Life Score Final Result
Keele University 5 3 3 1 1 1 1 1 1 1 45 1 45
University of York 5 1 3 3 1 1 1 1 1 1 45 1 45
University of Bath 5 1 3 3 1 1 1 1 1 1 45 1 45
Middlesex University 5 1 5 1 1 1 1 1 1 1 25 1 25
Cardiff Metropolitan University 5 1 3 1 1 1 1 1 1 1 15 1 15
Imperial College London 5 3 1 1 1 1 1 1 1 1 15 1 15
University of Huddersfield 3 1 3 1 1 1 1 1 1 1 9 1 9
Oxford University 1 1 1 3 1 1 1 1 1 2 6 1 6
Swansea Metropolitan University 5 1 1 1 1 1 1 1 1 1 5 1 5
University College London 3 1 1 1 1 1 1 1 1 3 1 3
46 of 68 rateable
Universities with more than 25000 students:
Name of the University Find-Rate User Interaction Photos Videos Programs Admissions Testimonials University Town Housing Social Media House Score Life Score Final Result
Sheffield Hallam University 5 2 3 3 1 1 5 3 1 2 2700 1 2700
University of Birmingham 3 1 5 5 3 1 1 1 1 2 450 4 1800
University of Sheffield 5 3 3 3 1 1 1 3 1 2 810 2 1620
Cardiff University 3 1 5 3 3 1 1 1 1 2 270 3 810
University of Central Lancashire 5 3 3 1 3 1 3 1 1 2 810 1 810
University of Nottingham 5 3 5 3 1 1 1 1 1 1 225 2 450
Edge Hill University 5 3 3 1 3 1 1 1 1 2 270 1 270
University of Leeds 1 2 5 3 1 1 1 1 1 2 60 4 240
University of Edinburgh 5 2 1 3 1 1 1 1 1 2 60 1 60
9 of 14 rateable

18. E Conclusion
From the rankings can be deduced that a lot of educational institutes do not use Facebook as a marketing tool to present themselves to prospective
students. Especially information on degree programs and admission requirements is lacking. In addition, testimonials are rarely ever found.
Most universities seem to provide a Facebook page as a service for current students, not for student recruitment.
The quality of photos and videos is surprisingly bad. Especially videos are oftentimes just not available. Photos have a very low resolution and usually do
not show things prospective students actually want to see.
The Life in the House Scores are generally pretty low which means that the universities should boost user interaction in the form of likes, comments and
shares on their own posts. It can be suspected that most of the posts are just not interesting enough.
Universities can deduce guidance from their individual score in the ranking.
All in all, there is still a lot of room to make Facebook presences more attractive to prospective students and therefore for Facebook Marketing.