PROMOTING VOCATIONAL EDUCATION INSTITUTION THROUGH INSTAGRAM: EVIDENCE FROM THE INSTAGRAM ACCOUNTS OF MAJOR POLYTECHNICS IN INDONESIA

Abstract

The use of Social Media (i.e. Instagram) allows the vocational education institutions in Indonesia to communicate to broader target audiences effectively and efficiently. By using the platform, they promote various types of posts dedicated to the diverse stakeholder of the institution. Considering the unpopularity of vocational/polytechnic education in Indonesia, promoting such education through Instagram should be performed appropriately. Therefore, determining which content categories that could attract more attention and differentiate a polytechnic education institution from other polytechnic campuses is become paramount. This study aims to investigate the content categories of Instagram posts presented by the main polytechnic institutions in Indonesia in reaching their target audiences and the various categories associated with different polytechnic campuses. Results of visual content analyses and correspondence analysis revealed that “Campus Life” and “Event” as the most presented categories, while “Alumni”, “Prospective Student”, and “Promotion” were noted as the less presented categories in the Instagram accounts studied. Importantly, each polytechnic campus tends to be associated with different content categories. In addition, other conclusions related to the field of research and practice of higher education marketing are also formulated.
Keywords: Promotion, Polytechnic education, Social media, Instagram, Correspondence analysis
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