Social Media Technology as Public Relation Tool in Higher Education

Abstract

In today's changing times where technology has overtaken almost all major functions, the higher education is expected to adorn the social media resources. There as many varied definition of social media technology in academia and public. Mostly Social Media Technology is referred as a technology accessed from mobile and web through applications. It allows various users like individuals, organizations to share, generate and engage new or existing content through multiple communications. Emergence of social media i.e., Twitter, Facebook, Linkedin, Whatsapp, Wikipedia, Netease, Renren, Youtube, Instagrametc have not gone unnoticed. These Internet applications depend on digital content which is openly shared which is mostly configured, authored and critiqued by many users. There are a number of factors that limit the use of social media in higher education. The use of social media in higher education brings many opportunities as well as challenges for the Institutions and the general users. This study would be focusing on the use of social media in higher education and its many benefits. Secondary data analysis of the research work done in the area of use of social media technology in furthering the public relations and communications in higher education would be studied.