In November I studied the Facebook marketing techniques of six different language schools. The schools varied from new to old, online and on-site, one city or multi city. However, I had attended all of the on-site schools and knew of others that used the online schools. I thought I’d give you the final rundown and results of my research.
Amira Language School, based in Brussels, is a single-site school that has been around for about ten years. In general, their user engagement was fairly low. They didn’t post their own articles, instead they posted links to relevant videos, articles, and songs that were supposed to help their students studying French. They received almost no comments, likes, or shares on their posts. However, I was surprised to see that a quick status of theirs received nearly 50% user engagement, with more than 150 likes.
Apple Languages has been around a very long time and has dozens of schools all over the world. The top of their Facebook page presented their ratings, but the first ones that came up were all very negative. Though they had nearly 3,000 followers, their posts gathered no likes or responses. That was intriguing if because they posted a lot of motivational quotes and pictures on learning languages. In all their recent posts, they had only three likes total.
International House, like Apple Languages, is very old and has schools across the globe. Out of all the companies, they had the most followers. They had more than 15,000. They had a huge amount of likes and shares, possibly because their page was a lot more organized and professional. Their page was personal and playful and all their videos were very well produced. They even have weekly posts like “motivation Monday” and “quote of the week.” They posted a new journal that they had been working on and had a record number of shares. The post that reached the most shares of all was a cute comic on how to say hello in twelve different languages.
Mimic Method had an awesome description of their company pinned at the top of the page, which I think would be helpful to get more follows from people viewing the page. They had 3,800 followers but still very low user engagement. Common posts included Q and A’s, live streams, and polls. They posted regularly. Their ten most recent posts had more than triple the user engagement than the previous ones. They also received an unusual amount of likes relative to their follower count. The Mimic Method got most of their activity from their videos, of which there was forty. They had tens of thousands of likes and views. This seemed to be their most effective form of communication with their followers.
Expanish had a unique approach to Facebook. The top of their profile presented information on the company, Facebook user ratings, a description of the programs they offer, and a calendar of upcoming events. They were constantly posting photos of happy students with their diplomas and events at the school and received a lot of likes and shares. Their articles about studying abroad and language learning had low user engagement. Their profile was very sentimental and the audience seemed to enjoy that.
The last one I analyzed was Fluent U, an online portal for language learning. They had nearly 10,000 but relatively low user engagement. Nearly all of their posts were just links to their articles from their website, and they had very few likes. Their page was very bland and basic, so I assume that’s why their user engagement was so low.
If there’s anything I learned from my research, it’s that professionalism, consistency, and personalization make all the different. On-site schools did better than online schools, and it was mostly due to their past or current students. Creating a successful Facebook page is a balance of communication and engagement. Bombarding a users feed with irrelevant articles and links seemed to loose a company followers, while posting photos and quotes a FE times a week seemed to work very well.
High quality videos were very popular. The videos were short, maybe one to two minutes long, with a lot of sentiment and information. The amount of content you put out should be steady and consisted, engaging and emotional. After studying these Facebook pages, I feel confident that I could easily run another company’s Facebook page and have a healthy communication with their followers.
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