Social media usage by higher education administrators for institutional communication: A comparison between Turkey and The Netherlands

Purpose: Higher education institutions are structures where communication flow and sociability are intense due to the involvement of individuals as the main components. Communication methods, like in any other organizational structure, have been influenced by digital transformation in higher education institutions. Social media channels are among the most preferred digital platforms in communication. This study reflects the thoughts of higher education administrators working in Turkey and the Netherlands regarding the use of social media in institutional communication and the role of social media channels in communication. The roadmaps proposed by administrators in both countries to increase digital-oriented sociability in their institutions are examined. The aim of the study in the specified period is to compare the use of social media in the communication process of higher education institutions in Turkey and the Netherlands. Method: The study was conducted as a phenomenology design, and data were realized through content analysis processes. Results: The study directionally addressed its aims through interviews, which were conducted with administrators from both countries revealing that the institutions in the Netherlands have adopted a stakeholder-based collaboration system in social media management. Conclusion and Suggestions: Recommendations were provided to increase digital- oriented sociability in higher education institutions. Keywords: Digital transformation, Social media channels, Institutional communication, Higher education administrators