Utilization of social media in management of institutions of higher learning: a case study of maasai mara university, main campus

Abstract

The main purpose of the study to investigate the utilization of social media in management of institutions of higher learning: the study was conducted at Maasai Mara university main campus.The study was guided by the following objectives; to check on issues that students posted on social media, to examine how university management reacts to students issues on social media, to explore challenges university management face in addressing issues on social media and to propose mechanisms through which the social media can be best employed by school administrators to assist manage student concerns. The study was guided by the Social Network Theory by Haythornthwaite (1996) and Social Learning Theory by Bandura (1996). The study employed a case study design. The study targeted students and the administration employees within the university. A target population of 464 respondents was selected for the study. A sample size of 141 respondents was used. The study employed stratified random sampling technique to select the employees within the departments and purposive sampling to select the HOD. Stratified random sampling technique was used to select the most informed respondents from the school, while simple random sampling was used to select sample from the students. The data collected was both qualitative and quantitative. Descriptive methods were employed in analyzing qualitative data and frequencies and proportions were used in interpreting the respondent’s perception of issues raised in the questionnaires so as to answer the research questions. Frequency tables and percentages were used in data presentation. The main research instrument that was used in this study was questionnaires, data sheet schedules and interview schedules. The findings of the study deduced that there are a number of ways that the university management reacts to student’s issues on social media and this was through frequent communication with the students and updating their issues. The study concluded that the challenge university management faces in addressing issues on social media is that there is miscommunication with some students through online communication, the mechanisms through which the social media can be best employed by school administrators to assist manage student concerns was that the university management should address student issues and concerns with immediate effects to reduce tensions among the students. The study therefore recommends that in order to ensure that students issues are dealt with, the university management should fully integrate social media in the learning process because learners gain a lot of useful skills from use of social media. The study also recommends that the university should create a website where student’s issues and concerns can be addressed and checked.