Exploring the Need for Stakeholders' Engagement through Social Networking Sites to Build the Reputation of Higher Education Organisations

This article addresses the current situation regarding the reputation of higher education organisations (HEOs) within the setting of social networking sites (SNSs). First, the recent literature contained in the Web of Science database will be deconstructed, in order to explain the key concepts as well as the relationship that exists between corporate reputation, engagement and SNSs. Second, the basis for management of reputation on SNSs will be analysed in terms of strategic communication. Finally, the article will include the implications for HEOs' management of reputation through social media. The essence of this work is that the use of SNSs does not necessarily contribute to the construction of positive reputation if this is not coupled with a focus on strategic communication, which carries with it the necessary levels of engagement with all stakeholders and in all institutional dimensions, in order to fulfil certain concrete objectives. HEOs can make use of various SNSs to build reputation if they assume the management of engagement levels with all stakeholders (not only students) and in each of their established areas. An institution's level of success on SNSs will depend on its ability to obtain the necessary level of engagement, according to each institution's particular attributes and in each specific case.