Social media has gained great attention in today’s society as an important tool for people to share their views, feelings and emotions at a faster pace. Not only the general society but the professional institutions too have been impacted by its usage whether for their recognition, branding or establishment in the market. The present paper focuses on the role of social media communication by educational institutions in this digitized world and shows how it is a double-edged sword.

Nowadays, social media has been an important part of one’s life from shopping to electronic mails, education and business tool. Social media is playing a vital role in transforming people’s lifestyle. Social media includes social networking sites and blogs where people can easily connect with each other. Since their emergence, the social networking sites like Twitter and Facebook have become key tools for news, and journalists and their organizations have performed a high-wire act. These sites have become a day-to-day routine for people. Social media has been mainly defined to refer to “the many relatively inexpensive and widely accessible electronic tools that facilitate anyone to publish and access information, collaborate on a common effort, or build relationship.”

The various educational institutions, specially the institutions dealing with higher education, remarkably use the social media as their major tool of communication with the public with an objective of attracting the desired clients and maintaining long-term relation with other stakeholders.

Soft Skills Journal, Social Media Communication, Branding, Literature Review, Educational Hubs, Impact of Social Media, Center for International Media Ethics (CIME), Educational Hubs.