Social media use and its importance in institutional communication strategy

Abstract

Social media continues to develop and has increased in type and categories. It use has increased tremendously and this has been assisted by the availability of affordable communication devices like smart phones. Institutions that want to engage the public cannot ignore social media in their communication strategy. The write-up discusses the types of social media, their characteristics that has made it possible for their increased adoption and use. It outlines their advantages and disadvantages and indicates how institutions should safely use it. It recommends that Ghanaian tertiary institutions should develop appropriate social media use policies and also institute training schemes for persons who will want to engage the public on institution's behalf.