Abstract:

Higher education facilities currently operate in a strongly-competitive market, with determined unfavorable demographic processes, and have to compete for students. The strategic role, in addition to the service offer, when creating a positive image, is attributed to the adopted forms of communication. The most important environment, from the perspective of a higher education facility, is the student environment, being part of the Generation Millennials. The young generation of students use social media every day. In the social media they are looking for information, entertainment, communicate with friends. The authors carried out research among students and lecturers at a Polish university. The research was carried out in the area of the use of social media in the relations between lecturers and students in the field of communication.