Making the most of Facebook pages for education marketing

Most of us in education marketing are now using Facebook as a key part of our marketing strategy. The arguments for doing so are pretty obvious:

A. Amazing reach 500 million users worldwide
B. The top social network of choice for 18-24 year olds globally
C. Fantastic targeting options allowing marketing messages to be highly relevant to users
D. Great opportunities to benefit from the viral element Facebook provides to gain even more reach amongst your target audience's social graph.

However, I feel often Universities decide to create a Facebook presence before actually deciding what their objectives for using the channel should be. I believe a good example of a University who appear to have dived into Facebook with no obvious strategy would be Oxford University. Though the university's page has just under 100,000 "likes", it only provides a wall, info, limited boxes and some photos. Oxford University appears to use the page primarily as a broadcast platform, rather than actively engaging in discourse with it's Facebook audience. As a result, I feel the page is a missed opportunity for the university to converse and listen and engage with it's online audience and further strengthen its brand reputation.