Social media effect inside university communication: a Mexican case

Social media for university marketing has become the new fad. Students, teachers and administrative personnel of different campuses use these new tools to promote their university achievements and to introduce communication within or outside campus. However, are social media tools improving communication among students and staff? Can the use of Twitter and Facebook effectively promote university activities? The purpose of this research is to explore some of these questions, based on the main research question: Is social media a trusted communication tool? Using the results from an online survey applied on a Mexican public university, we collected 80 cases of students, administrative staff and professors. Findings reveal that social media is not well understood and there is a lack of strategy to promote engagement, communication and useful content on the social media platforms used by this university.