Social media as a means of communication with external stakeholders

Abstract

This research focuses on whether social media is an effective means of communication to external stakeholders and investigates communication between Cape Peninsula University of Technology (CPUT) to its student-stakeholder group on four levels of interaction; namely institution, faculty, department and subjects. It provides answers to the questions, "How does CPUT communicate to students?" "What is the CPUT student-stakeholder's preferred method of communication?" and "What content does the CPUT student-stakeholder want to hear about?" to answer the bigger question, "Is social media an effective means of communication to CPUT students?" Using a conceptual framework based on Edward Freeman's work on stakeholder communication and Grunig's communication theory, the research considers the role that social media could play in the communication mix; whether CPUT should communicate to students using a medium on which they are already active; as well as what is/are an appropriate method/s of communication to reach student-stakeholders. Findings include the students' perception of social media as well as the state of communication from CPUT to the students and the platform/s the student-stakeholder would prefer. Further research is recommended to consider the use of a mobile platform for communication to students.