The Role of Social Media Strategy in Building Image and Increasing the Visibility of Higher Education Institutions
Purpose: The purpose of the article is to show that having a social media strategy by higher education institutions can influence the improvement of indicators and increase the visibility of the institution among various target groups. Sedigne/Methodology/Approche: Activities in social media can be conducted in a planned or unplanned manner. The research hypothesis was defined as follows: Conducting social media activities based on a strategy increases the chance of reaching and actively engaging recipients. The following research methods were applied in the study: content analysis of documents and social media data, [and] the observation method. Findings: Without an appropriate social media strategy, including tracking trends, content, and the popularity of individual media, engaging recipients and increasing reach will not be possible. Practical implications: The actions presented in the article can serve as a guideline for other higher education institutions. Oryginal/value: The article has practical application. The results of the analysis can be used by higher education institutions and other entities that operate in social media according to a strategy they have planned.