Abstract:

The activities of helping new generations to acquire the knowledge and skills necessary to take their place in society are briefly referred to as education. Man is a social entity and can not be considered apart from society. It is natural and a right to participate in the training activities necessary to be able to adapt to society. This right has been registered both internationally and in national laws and contracts. Article 26 of the Universal Declaration of Human Rights, adopted by the United Nations General Assembly in 1948, states that every person has the right to education. In Article 42 of the Constitution of the Republic of Turkey it is stated that no one can deprived of education and training. The task of States is to open training institutions, to assign training staff to these institutions, and to ensure that their citizens benefit from the relevant rights. Educational institutions opened by private institutions also alleviate the responsibility of the state in this task. Thousands of schools have been opened in our country for millions of students at primary level. There are dozens of higher education institutions, including at least one in each city, and they continue to open. There are currently 206 Higher Education Institutions in the Higher Education Council. The main task of each higher education institution is to be able to add qualified graduates. While performing this task, they are competing for the most successful candidates to choose themselves. Attracting successful candidates to themselves requires firstly reaching them. With the help of the communication and information technologies that entered our lives together with the end of the 90's, access to individuals has become much easier and the scope has expanded so much. Social media, which has added another dimension to communication with the new millennium, has penetrated every aspect of our lives and offered new opportunities for higher education institutions as well. Institutions can check whether their messages reach their target group, see the profile of the mass that they reach, and thus they can make the next contents more planned. It is not wrong to say that today almost all higher education institutions have at least one social media account. This situation, which is the result of the compulsion of the competitive environment, gives the candidates the convenience of making their preferences. With the support of mobile devices and operators, social media, which has entered every area of our lives, is the source of this. In this context, the study aims to measure the social media presence of universities and the performance of social media platforms in the selection process. In this framework, the study will try to analyze the social media shares of universities in Istanbul towards to candidates.

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