The Influence of Social Media on the Choice of a University

Purpose: The aim of the article is to show that social media are an important channel of communication between universities and their candidates and may influence their perception of the university and their choice of studies. Design/Methodology/Approch: When communicating with a university on social media, you should bear in mind that the content posted there concerns various topics and reaches different groups of recipients. The research hypothesis was defined as follows: Building university communication in social media creates an opportunity to interest candidates in various messages, not only regarding the university recruitment process itself. The following research methods were used in the study: content analysis of documents and materials, own research conducted among first-year and second-cycle students in 2022-2024. Findings: Without an appropriate social media strategy, as well as tracking trends, content, and the popularity of individual media, it will not be possible to attract the attention of university candidates. Only the synchronization of all these elements makes it possible to run university social media in an attractive way. Practical implications: The activities presented in the article may serve as guidance for other universities. Originality value: The article has practical applications. The study results can be used by other universities that treat social media as an important channel of communication with various audiences, including as a place to promote the university's educational offer.