Most schools use facebook to post news and photos about their school events. The Scots College however share thought provoking articles about homesickness, exams, leadership, being outdoors, emotional intelligence and goal setting at www.facebook.com/thescotsadvantage. Their “How to get 99% in all your exams” is by a former student with his personal tips to students. It is on their school website and was posted on facebook.

This is a good example of “in-bound” online marketing. They may not be directly promoting The Scots College but rather providing information of interest to a wider audience, attracting attention from people who may not have considered the school, and raising their profile. It is information that is written to be shared beyond the school’s existing parent community. Visitors to the website are then able to download a school magazine in exchange for their name and email address. When downloading you can watch a video, subscribe to more information or book a school tour.