Social media marketing of public universities in Ghana: the use of Facebook. In A., W., Njathi & B. Watkins (Eds.). Digital public relations and marketing communication trends in Africa. London: Routledge.

Whether higher education institutions including public universities seek to engage with their students, attract new students, relate with their alumni, or increase donations, social media have become necessary in marketing their brands and activities. This chapter argues that the use of robust social media marketing could contribute to the brand promotion of public universities. However, little has been done to investigate how public universities in Ghana are using social media to market and attract stakeholder audiences in the competitive higher education environment. Using Technology Acceptance Model and Kapferer’s Brand Identity Prism, this chapter analyzes data from qualitative interviews and documents on the Facebook page of the University of Cape Coast to investigate the use of social media in higher education marketing in Ghana. The study found that the University of Cape Coast perceives social media as useful platforms in their marketing activities. The ease of use of social media motivates the University of Cape Coast to appropriate them in its digital marketing activities. The University of Cape Coast employs various strategies using different social media platforms for its brand marketing communication activities. Facebook provides cost-effectiveness, interactivity and ease of use. However, the University of Cape Coast has not given critical attention to the use of social media in extending engagements, conversations and relationships to ensure brand loyalty. This requires enlightened policies and investment in social media to improve their functionality and develop multi-platform approaches to social media marketing for interactions in promoting the brand identities and loyalty to public universities.