Use of Social Media as a Tool for Higher Learning

Use of social media platforms is not only restricted to industry, but it has found unique appeal in the education sector also. These days, Facebook and Orkut profiles has become almost a habit for most young adults / students today. In fact, a recent article has highlighted that it is very addictive and gives the youth a 'drug-like high'. However, many educational institutions around the world, including ivy league colleges like Harvard, Stanford, IITs and IIMs have realized the power of this ‘addiction’ and have created institutional social media platforms. On such interfaces, students can interact with faculty, exchange notes, learn subjects through ‘webinars’, and even participate and collaborate with the industry. This has not only helped the students but has created a substantial increase in the brand awareness and brand equity of such educational institutes. Their ‘online footprint’ has become more pronounced. Students aspire to become part of such institutes with have got a strong online presence and brand equity. With more than 240% increase in number of unique visitors per month globally on such platforms , there is a large potential for companies / institutes who want to tap into their target markets. Many portals have come up to target the student communities and facilitate learning. The research paper will aim to unravel the following questions: Which platforms and tools are currently being used as educational tools on social media? What are the types of content being delivered? How does social media platform serve the ‘customer’ needs? What kind of innovative features can enhance the student learning process in Management Institutes in the Indian context? Can the content be customized according to regional preferences?