Polish academic institutions in social media

• Main Author: Agnieszka Chwiałkowska
• Format: Article
• Language: English
• Published: The Institute of Aviation 2013-12-01
• Series: Marketing of Scientific and Research Organisations
• Subjects: academic institutions; Facebook; knowledge; marketing communication; Poland; social media; universities
• Online Access: http://minib.pl/en/polish-academic-institutions-in-social-media/

Social media are nowadays commonly used by universities to communicate, collaborate, share knowledge and build relationships with candidates, currently enrolled students, alumnus and other stakeholders. However, previous researches focus mainly on the use of social media for marketing purposes of companies. Very little attention is paid to a specific group of organizations i. e. universities. The objective of the research presented in the article is the identification of the existing trends of using social media as a communication tool between the university and its main stakeholders – the students. The research covered the activity of public universities (in Poland) on Facebook – the most popular social media platform among Polish Internet users (and students).