Social Media Presence of Managers at Private University - A Case Study from India

Abstract

We are living in a historic period of 21st century, the information age. Rap-id emergence of information technology has given birth to the digital industry, which is shaping a knowledge-based society surrounded by high-tech global economy that exerts influence on how various sectors operate in an efficient and convenient way. In this rapidly changing global economy, higher educational institutions are expected to ensure the flow of skilled and knowledgeable human resource into the market. India’s higher education system is the third largest in India, next to United States and China. Role of manager in this systems is undoubtedly crucial, but in this information age, so is the role of their social media presence. In this study the author establishes a connection between the social media presence of universities and that of their managers. For carrying out this research, the author has carried out analysis of, documents, relevant scientific literature, conducted field experiment and monitored online social media. Two field experiments were conducted with the managers at two private universities in India to understand their willingness to participate in social media activities. Results show that the managers are not a willing participant for in-creasing their social media presence.