How Higher Education Institutions Utilize Social Media

Social media is dramatically changing the way that people communicate and interact online. Several businesses have made it a priority to establish a presence on social media to connect with some of its biggest users: millennials. As social media has gained popularity, higher education institutions all around have begun to establish social media platforms in order to interact with current and prospective students and alumni. This study examined how higher education institutions in the University System of Georgia are utilizing social media and also compared use among the various types of institutions (research, comprehensive, state college and state university). Using long interviews and a content analysis, this study found that higher education institutions understand the importance of using social media however, many are not taking advantage of tools & strategies that can help them succeed