A Study on The Use of Social Media Platforms by Higher Education Institutions (HEIS)

Abstract

Consumer behavior, business models, marketing strategies, and competition capabilities have changed with the increasing use of digital technologies. Educational organizations are not exceptions to the proliferation of digitalization. The prevailing pandemic has forced many Indian educational organizations to take the digital path.

This research aims to understand the use of social media platforms used by higher educational institutes as a channel for communicating information. It aims to study the adoption of social media platforms by HEIs for increasing awareness, brand building, and activities related to CSR and fundraising.

Data are collected for two higher educational institutions (HEIs) from the United States of America and India through social media accounts, posts, followers, and websites for the fall and winter periods in the United States of America and the first half of the academic year in India, followed by content analysis. Secondary Journals, research papers, articles, newspapers, periodicals are also analyzed for the same. It is secondary research for data collection and qualitative research for content analysis, segregated analysis of users.

Social Media Marketing channels such as Facebook and Twitter are helping HEIs to reach out to the students in a targeted manner as per our study. Social media channels are ideal platforms for stakeholder engagement and interaction amongst the youth.