The Use of Social Media in the Networking Strategy of Higher Education Institutions

Abstract

This chapter describes the opportunities that arise from the use of social media as an effective communication network between an educational institution and its stakeholders. Four examples of Polish tertiary institutions' use of social media sites to communicate with stakeholders are analysed. Particular emphasis is placed on the “Connection” communication model developed by the Faculty of International Relations and Political Science at the University of Lodz, which is innovative by Polish standards. The goal of the Connection project is to implement a modern communications system that is based on a copyrighted social media site, the objective being to integrate the environment surrounding the faculty, as well as providing a tool that enables easier communication between four stakeholder groups: students, alumni, faculty staff, and local businesses. These groups have been defined as crucial from the point of view of the faculty. The role of social media sites in the communication structure of the faculty as well as its position in the future is described, as well as further possibilities to conduct research in the area.