The Leader’s Role in Marketing Communication at Universities Through Social Networks

Abstract

Social networks have entered into everyday life; they are part of it. They are used not only for the private purposes of individuals but also for the business purposes of many companies. Because of effective and fast communication, they have become a part of marketing communication. In this paper authors will deal with the assessment of social networks usage in marketing communication at universities. The main goal of this paper is to assess the effectiveness of the use of sites by selected universities’ faculties on Facebook social network as a communication channel for marketing purposes. For this purpose, the Social Scorecard analyses of selected universities and their Facebook pages and their assessment within Slovakia and Czech Republic will be used. In addition, a questionnaire survey regarding the social networks usage by the universities’ faculties has been conducted. The issue is to have a leader being active in the social networking area, in particular creative, making up and being in charge of actions that are attractive to young people.