Use of Web Analytics and Social Listening to Attract International Students

Abstract

International students make valuable educational and economic contributions in higher education institutions (HEIs) all across the world. They contribute to the diversity and add different perspective in classrooms. Attracting international students is one of the objectives of HEIs. International students being present all over the world access information about the university online. Hence, all the relevant information must be available on the HEI website. Institutions are also present on social media platforms for interaction purposes. The owned media, including website, social media, discussion forums, etc. of institutions must be regularly monitored and analysed. Equally important is to analyse what students are discussing online about institutions, that is, what are their sentiments. This chapter is an attempt to develop a guide for HEI to draw the interest of international students for an institution through web analytics and social listening. Web analytics will help in understanding the behaviour of the visitor to the HEI website. Key performance indicators that will help in achieve the objective of attracting international students will be identified. On the other hand, analysing social listening on different platforms will help in understanding international students’ perspectives towards a specific institution.

Citation

Tripathi, R. (2021), "Use of Web Analytics and Social Listening to Attract International Students", Shneikat, B., Cobanoglu, C. and Tanova, C. (Ed.) Global Perspectives on Recruiting International Students: Challenges and Opportunities, Emerald Publishing Limited, Leeds, pp. 65-79. https://doi.org/10.1108/978-1-83982-518-720211004