The UK business school Facebook league table

Facebook f  iconHaving looked at how the UK’s top ten business schools use Twitter, I now turn my digital magnifying glass on the original student social network. But before the comparison begins, I thought I’d make sure we’re all reading from the same page, by examining the opportunity presented by Facebook for UK education marketing.

The opportunity for business school marketing on Facebook

Did you know that in the UK there are 32,175,460 Facebook accounts?

That’s 51.61% of the population or 61.02% of the online population. Currently 117,420 of those people have explicitly listed Master of Business Administration or "business school" (or both) in the Interests section on their profiles. When you consider that most people are extremely vague about their interests on Facebook, I think it is fair to suggest that the opportunity is in fact substantially larger. In fact, if you broaden the search, you will find that 1,787,000 people have actively listed that they are interested in business, management or leadership in their Facebook profiles.

So how are the UK’s business schools measuring up?

In this section, we judged the success of the UK’s top ten business schools’ Facebook marketing strategies on "page likes", "talking about this" and "were here". The results are presented below:

 

Page Likes

Talking About This

Were Here

London Business School

37,569

1,430

11,823

Imperial College London (Business School**

33,107

1,100

53,300

Cass Business School

7,626

253

2,892

Lancaster University Management School

6,884

133

NA

Warwick Business School

6,057

118

5,553

University of Oxford: Said*

5,013

72

NA

Manchester Business School

3,656

263

563

Cranfield School of Management*

1,945

48

3,551

Bath School of Management*

1,495

15

NA

University of Cambridge: Judge

99

4

NA

Conclusion

We again see huge variation in social media activity and engagement across the UK's top business schools, with many not truly embracing Facebook and the opportuinities it presents for attracting students, securing referrals from current students or maintaining dialogue with alumni. 

*Note that these schools have multiple Facebook pages, suggesting a social account clean-up is in order – it’s a common problem faced by corporates, and one I’ll be blogging about shortly.

**Note that this page has been merged with the general university page.

Read our series on higher education marketing

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