This document discusses the effective use of social media by higher education institutions and academics. It outlines various social media platforms that can be used, such as Facebook, Twitter, blogs and YouTube. The benefits of using social media include creating awareness, engaging stakeholders, monitoring responses, sharing ideas and building networks. It provides tips for developing an effective social media strategy, including producing quality content and linking to other media. Finally, it discusses ways to assess the impact of social media use, such as tracking follower numbers, retweets, reach and engagement on platforms like Twitter and Facebook.