Social Media Content Strategy for Higher Education, Indonesia

The inevitable presence of social media changes the process of recruiting prospective students to higher education institutions (HEIs). Content strategies are part of social media strategies to convey information to alumni, current students, and prospects. This research aims to delve deeper into social media strategies that focus on content, through Facebook and Instagram, used by higher education in Indonesia. Content analysis is used to analyze research units based on predetermined categories in type, timing, and content format. The data collection period determined for 1 (one) year from 1 April 2019 to 31 March 2020. The results of this research are dominated by video content type, event content categories and the timing for post time at the noon. Overwise, determine the content strategy, HEIs are advised to align the objectives of social media strategy, and select appropriate social media channels to an effectiveness of social media content strategy for higher education.