The role of use of social media in public institutions in terms of corporate image: The example of Anadolu University

Corporate image is the picture that is formed in the minds of people as a result of their various experiences, perceptions and impressions regarding such corporations and institutions. In an environment where competition is increasing day by day, it is known that a positive image provides an opportunity to get a place and come into prominence. This is also valid for universities and other educational institutions. A positive corporate image will make it easier for the universities to reach their targets. For this reason, the universities that have a significant place in social changes and improvements, need to have positive images in order to be preferred and be able to put forth quality results by the end of such process. Universities that have become aware of the importance of this situation, carry out activities that involve different communication means while creating their images. The term "social media" that has come into our lives as the new media is improving and changing every day. The means of social media, which is the reason for many of the changes in the institutions, also provide with various opportunities to such institutions. Universities that wish to convert such opportunities into advantages have started using social media in an efficient and active way in their marketing, advertising and public relations activities. Therefore, the social media means we come across in everywhere have also taken their places within the bodies of the universities. In this study, the role of use of social media in public institutions as corporate image have been examined by means of an area study that has been carried out on Anadolu University. As a result of such study, it has been noted that social media means have a significant place in terms of corporate image.