Social media as a tool of corporate communications in institutions of higher learning: a case study of The University of Nairobi

Abstract

The main objective of this study is to investigate the use of social media as a tool of corporate communications in institutions of higher learning with a case study of the University of Nairobi. The study applied mixed methodologies in data collection with a key informant interview being conducted with the Web Communications Officer of the University of Nairobi. A survey of 150 students from the College of Humanities and Social Sciences was also conducted. The findings indicated that despite remarkable efforts in the use of social media to communicate with key stakeholders, institutions of higher learning have failed to fully utilize the potential of social media in advancing their corporate communications efforts. Institutions of higher learning are advised to initiate and enhance dialogue with their stakeholders on social media, create interesting and engaging content as well as monitor and evaluate the performance of their social media activities. This study adds much to the existing academic literature in the use of social as a tool of corporate communications and corporate brand building in the higher education sector.