Abstract:

There has been more than a decade since Social Network platforms, or Social Media made their appearance in their similar to today form as a "consequence" to the so-called Web 2.0. Social Media started as social platforms where users interacted with their friends or strangers through web. This essence of sociability is still the main core of Social Media, but other elements have been added. For instance, businesses and organizations are using Social Media as means of marketing and engagement with the community, artists are using them as means of promoting their work.

It is a common practice these days to just send a Facebook message to the page of restaurant if you want to learn about their opening hours or to ask about the prices etc.

This paper will investigate how the world's top 10 universities -according to QS World University Ranking- are using Social Media in order to promote their services and interact with their community. Using the same ranking, it will then analyze the Social Media Presence of the bottom 10 universities and see if there is a correlation. The pages will be analyzed in terms of presence (if the institution is having Social Media Presence), frequency (how often they post), technology adoption (using the latest technology features of the media such as chatbots), response time and community engagement.

Keywords:

Social Media, Education, Rankings.