Universities play an important role in expanding intellectual capital, particularly in the context of implementing international educational policies. Attracting international students is necessary for expanding educational opportunities and fostering expertise, innovation, and constructive partnerships. One effective method for attracting foreign students and enhancing engagement is the analysis of social media metrics. This research aims to determine whether the growth of social media fans and interactions, particularly on Facebook, correlates with an increase in foreign student enrollment and university rankings. The result of this research shows that social media metrics on Facebook can be categorized as stable and unstable. A stable metric, the “Fans” indicator, is dependent on university ratings, as evidenced by comparisons between leading universities with high numbers of foreign students and universities in the Baltic countries, regardless of the cluster. Unstable metrics, such as Page Performance Index, Follower Growth, and Post Interaction, do not correlate with the university rating and tend to be more volatile. To develop an effective social media promotion strategy for international students, universities must consider distinct categories of social media metrics.