Students are a key demographic for all B2C brands. But this generation of freshers is different from their predecessors; the internet was up and running before they learned how to speak. That means their formative years were spent on Facebook, and they’ve spent the last decade being targeted by Instagram ads. In episode 050 of Social Minds, we’re joined by Social Chain social media director Roxanne Parker. Freshers Week is just around the corner but, formerly of UNiDAYS and the National Union of Students, Roxanne stresses the importance of student marketing all year round. In this episode, she reveals how social-first data can aid understanding current student behaviour, which events in the student calendar to note and how to think outside the Facebook bubble to reach more students. We also discuss the crucial difference between practical and aspirational student marketing and how to find where your brand fits into the mix.