Wykorzystanie mediów społecznościowych przez uczelnie wyższe i studentów w świetle badań własnych

For several years, social networking sites are growing in popularity in Poland. That is why, more and more organizations take action known as social media marketing. This also applies to universities. The situation on the market of higher educational services forces universities to enterprising behavior. Just as business organizations, usually universities take actions on Facebook, the most popular social networking site, which is used by nearly 70% of Polish Internet users. The purpose of this article is to analyze and evaluate the activity of Polish universities and their students on Facebook, to compare the activity of public and private universities, and to identify activities that universities should take on this portal. The analysis is based on the author’s own research: exploration of university’s sites (fanpages) on Facebook (conducted from January 2012) and a survey carried out among the students of two Polish universities.