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The Role of Social Media in Creating and Maintaining Social Networks Including its Impact on Enhancing Competitive Positioning within the Education Sector
Abstract
Social media is being increasingly utilised within society as an interactive communication platform. It has revolutionised the manner in which organisations communicate with their stakeholders, from the old way of simply designing messages and transmitting them across a desired medium, described as a static, one-way communication channel. Communications are the means by which organisations achieve their strategic goals through influencing their stakeholders. Social media allows stakeholders to connect to one another in relational, interactional networks. This means that stakeholders can now interact with organisations and each other and have a greater influence on the outcomes of communication strategies, which was impossible with traditional media. Organisations have less power dictating communications to stakeholders who in turn have more power in co-creating communication with each other. Social media is likely to have a major competitive impact on higher education institutions and these institutions should be accounting for these changes in their future strategy development. This chapter explores how social media is being utilized in organisations.
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