Why are Croatian Higher Education Institutions Present on Social Networks?

Reasons why Croatian higher education institutions are present on social networks and their desired goals have not been researched yet. Previous research studies were mainly focused on the mere presence of institutions and the content they publish, but none of them looked into faculty’s opinions (or opinions of persons who are in charge of the official presence of institutions on social networks) about the institutions’ presence on social networks and if the outcomes of that presence were as expected. In this paper we will present results of a survey conducted in 2015. The goal of the survey was to find out what do persons that are in charge of the official presence of Croatian higher education institutions on social networks think about it and did it achieve the desired goals. When an institution is deciding whether it should establish presence on any social network or not, experience from other institutions is a valuable input. Therefore, in this paper, we will present some of the key findings on motivation and goal fulfillment of those institutions that have already been engaged on social networks