Connecting Beyond Borders: Understanding UK Universities' Social Media Strategies for Global Engagement

Our research examines how leading UK universities use social media platforms to engage with prospective students from various countries. By analysing data encompassing digital marketing strategies and dominant social traffic sources, this study aims to identify effective online engagement practices for educational institutions for global engagement. The findings offer practical recommendations that help universities optimise their digital branding strategies, enhancing global outreach and attracting diverse student bodies through strategic social media utilisation.