From Likes to Prestige: Leveraging Social Media to Enhance University Image

Abstract

Social media has become highly influential in shaping the image and reputation of organizations, including universities. Ineffective management of these platforms can put a university's reputation at risk, but social media can offer substantial advantages when used strategically. Research indicates that universities with robust social media strategies are more adept at promoting their services, enhancing engagement with their audience, and expanding the reach of their communications. Previous research suggests that, while the presence on various platforms was high, the audience engagement level needed to be improved. It underscores the importance of establishing a social media presence, cultivating meaningful interactions, and fostering community. Social media is a powerful and effective way to promote their activities and thus significantly improve the education sector. This study explores how public universities can optimize their social media strategies to enhance their image and reputation. It involves a qualitative review of past and recent studies, combined with in-depth interviews with corporate communication officers from several public universities in Malaysia, including Universiti Sultan Zainal Abidin (UniSZA), Universiti Sains Malaysia (USM), Universiti Putra Malaysia (UPM), and Universiti Teknologi Malaysia (UTM). The study also incorporates validation from academic and industry experts in corporate communication to ensure the findings are robust and practical. Academic and industry experts in corporate communication then verified the data. The data obtained from interviews are then analyzed using qualitative content analysis. This study implies that universities can optimize the role of social media to enhance the university's image to its best level. The findings also reveal vital social media platforms commonly used by universities with varying purposes and scopes. Moreover, the results emphasize the importance of a customized approach to social media engagement. Public universities can enhance their reputation, foster meaningful connections, and increase their influence in a progressively digital landscape by utilizing strategies specific to each platform and creating personalized content that connects with a wide range of stakeholders.