Barriers in the Use of Social Media in Managing the Image of Educational Institutions

The subject of the article relates to the barriers occurring in the use of social media in organizational activities aimed at creating a positive image of an organization. Marketing communication plays an important role in the process of shaping the image. The new model of marketing communication is based primarily on social media. Social media are already used in business activities on a large scale. Unfortunately, a frequent problem is the low effectiveness of their use. The primary objective of the article is to identify the main reasons for the low efficiency of using social media in the process of managing an image of an organization, with an example of educational institutions. (C) 2021 The Authors. Published by Elsevier B.V.