Using social networks as a promotional tool for higher education institutions

Looking beyond the basic use of a traditional website, this paper aims to address the proposition of how higher education institutions could use social networks as an effective promotional tool. Research which examined the relationship that students have with social networks was carried out, and some suggestions have been provided as to how higher education institutions can use social networks to communicate with prospective as well as existing students. Empirical data was collected through a quantitative (online questionnaire) study, with 100 prospective and existing higher education students. The results show that students are heavy users of social networks, with a preference towards the use of Facebook. Prospective students also look for information about universities on social networks. Moreover, prospective students appear to use social networks for different reasons than existing students.