Özet:

With the advance of social media, our age enables administrators to express themselves on social media and check their impressions on people. These people can produce content for different purposeses towards target audiences. Along with the function of facilitating administration, the administrators posts in social media enhances their relationships with the people in and out of their own expert sphere. Considering the role of university rectors as administrators, this research has been supported by the content analysis method, which is one of the qualitative analysis methods, while trying to address the use of social media by the university rectors. This research aims to show the motivations and contents of the Turkish university rectors to use Instagram, by the target audience. Additionally, this research also shows comparative data regarding the state university and private university rectors, and their use of Instagram. Ideas and advice on efficient use of social media have been presented. The findings show that the motivations of both state and foundation university rectors to use Instagram focus on the knowledge dimension. It has been observed that the motivation of personal identity is found at a much higher level in the posts of the rectors of foundation universities compared to the rectors of state universities. The social interaction motivation dimension was determined at higher rates in the posts of state university rectors. The motivation for entertainment and spending time was determined at very low levels in the posts of both state and foundation university rectors.

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