Social Media in Higher Education

Abstract

The study explores whether higher education institutes strategic usage of so-cial Media fosters a stronger relationship with students. Almost every higher educational institute uses social Media for numerous reasons. Research con-ducted in this study will examine the use of social media for the student ex-perience, enabling students to grow social capital to bridge their student experience on a digital journey to professional social media platforms. Using this approach to engage students in a meaningful way creates a stronger re-lationship with alumni. The research has met the objectives by examining the use of social media in higher educational institutes and exploring the effec-tiveness of social media platforms regarding increasing student engagement. The research is not concerned with social media as a pedagogical tool. While there are references to lecture halls, the overarching objective is used for student services reaching out to students using social media. The research has used a mixed methodology, using peer-reviewed papers and Netnography. The research findings are described using PESTLE and SWOT analysis. The theme of Maslow’s hierarchy of needs came through in the research findings, and a conceptual model has been constructed around this theme. The research concludes by offering implementation advice on the strategic usage of social media platforms in higher education and notes that further research is needed.