Özet:

This paper analyzed deployment of the most significant social media marketing tools among public and Polish higher education institutions. This paper aims to define a level of implementation of these tools among subjects. The methodological approach was designed and prepared in line with the list of social media and public higher education institutions in Poland. Therefore, dissemination of each tool by institutions was analyzed to validate the findings. Research included various statistical data describing institution activity and their clients‟ responses. This was further comparatively analyzed to identify institutions with the highest level of social media marketing tools dissemination. The findings of this study present the current state of social media marketing in that area. Some of analyzed services are well spread, while others are just gaining popularity or aren‟t favored at all. Among the most important findings, the growing acclaim for visual content marketing services can be noticed. Still, for some part of researched population, social media marketing tools are not implemented in their communication process or there is a lack of cohesive strategy noted. The originality and the value of this research is that it includes all public higher education institutions in Poland and this is the first kind of research conducted in the country which analyzes within this sector according to social media marketing. Results can be used by these institutions to improve strategies and discover the potential of social media during communication with their consumers. Also private higher education institution and other schools can benefit from findings. This research furthermore will contribute to other countries with the findings that were illustrated in this research within a Polish education sector which may bring an improvement in their performance.

Anahtar Kelimeler: