Organization Management Journal


The current and forthcoming generations of students in higher education are digital natives, having been born into a world of computing that has provided them with a high level of comfort and wherewithal with social media. Business and other organizations recognize the importance of creative proficiency in social technologies as an important dimension of human capital. This article is an overview of popular social media platforms and their practical use in higher education. Specifically, Facebook, blogs, YouTube, Twitter, LinkedIn, wikis, Meetup, and Second Life are discussed with examples of use in fostering effective management education. The continued lowering of barriers to the creation of richer media, such as video blogs (vlogs), is assessed. Potential difficulties and drawbacks of implementing social media in higher educational contexts are noted. This article updates Wankel’s earlier work from 2009.