Measuring the social impact: how social media affects higher education institutions

Vladlena Benson, Stephanie Morgan

    Research output: Chapter in Book/Report/Conference proceedingChapter


    Effective social media usage has particular challenges for HE institutions. The many opportunities afforded by social media, increasingly demanded by students, have negative potential. Social technology requires substantial investment to do well, and in particular, it can be very hard to measure its performance. In this chapter, the authors focus on how aligning with strategic objectives can reduce the risk and enhance the effectiveness of social media use throughout the student lifecycle. They also consider the risks which social media investment entails in HE. Using a case study of a UK university, the authors identify common themes for social media adoption in educational settings. They offer practical recommendations and key areas to consider before launching or enhancing a social media strategy in the field of HE.
    Original languageEnglish
    Title of host publicationImplications of social media use in personal and professional settings
    Publisher IGI Global
    Number of pages18
    ISBN (Electronic)9781466674028
    ISBN (Print)9781466674011
    Publication statusPublished - 2015


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