Higher Education Administrators’ Use of Social Media for Communication

Trina E Jordan, Tennessee State University


This research study examined the impact and use of social media for higher education administrators. Social media has changed how, when and who we communicate with across the globe. It has given educators the ability to communicate across geography, cultures, and languages creating an interconnected community. Higher education institutions (HEI) are using social media to engage with stakeholders in new media channels. Due to its low cost, immediacy, and widespread use by stakeholders, social media is an effective tool for university communicators (Kelleher & Sweetser, 2012). Thus, social media is having a dynamic impact on how administrators engage with students, faculty, and the community. The purpose of this study was to collect beliefs, attitudes, and opinions of higher education administrators’ use of social media for communication. The primary means of data collection for this study was through an electronic survey to administrators, directors, and coordinators at one HBCU. Thirty-two participants completed an online survey. The major findings of this study were: The most frequently reported used social media tools were text messaging and e-newsletter/ emailing. The least frequently reported used social media tools were blogs, Instagram, and Twitter. The frequency of use of social media is highly correlated with comfort level. Based on the sample surveyed, the top concerns of using social media include lack of training and knowledge and privacy issues. Frequency of best practices of stakeholders’ social media use include Important Dates, Announcements, and Pictures/Videos, followed by Resources, Achievements, then Information and Events.

Subject Area

Communication|Internet and social media studies|Education|Higher Education Administration

Recommended Citation

Trina E Jordan, "Higher Education Administrators’ Use of Social Media for Communication" (2023). ETD Collection for Tennessee State University. Paper AAI29993640.