Exploring the Strategic Approach of Higher Education Institutes for Using Social Media in Pakistan

Abstract

This study aims to explore management’s perspective for the use of social media in Pakistani universities through in-depth data analysis. Through the lens of qualitative research method, Grounded Theory (Glaserian Approach) has been applied to explore and interpret the management’s perspective on the use of social media networks in Pakistani universities. Method Triangulation technique was used to collect data in two different parts; through semi-structured face to face as well as telephonic interviews and by e-mail to ensure the rigor, validity and maximum representation of higher education sector. The data obtained through email were ordered and analyzed using the latest version of NVivo. Major findings highlight that majority of Pakistani universities & HEIs are proactive using social media for marketing purposes and admission campaigns to target the potential students from all parts of the country, promotions of the academic achievements, information dissemination on latest conferences & innovations, image building through showing strong commitment to community service, and to bridge industrial-academia liaison. However, approved policies and guidelines by academic authorities and statutory bodies are not available. Findings also highlight the dire need of well-crafted social media marketing strategy, guidelines, rules and regulations for monitoring and evaluation. The study pragmatically helps universities management for developing a framework, set of suggestions, guidelines and social media policies in higher education sector in order to achieve its optimal benefits. Moreover, results display deeper insight for future researchers into the managerial and strategic issues being faced by Pakistani universities for using social media networks