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

Vladlena Benson*, Stephanie Morgan

*Corresponding author for this work

Research output: Chapter in Book/Published conference outputChapter


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 publicationSocial Media Marketing
Subtitle of host publicationBreakthroughs in Research and Practice
PublisherIGI Global
ISBN (Electronic)9781522556381
ISBN (Print)9781522556374
Publication statusPublished - 4 May 2018


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