Abstract

Social media are playing a vital role among young people, who are constantly searching for new efficient ways to communicate and aggregate the flow of information around them. Social media seem to respond to the need, by allowing the user to follow specific information sources, people and events that somehow resonate with the user’s lifestyle and his needs. Universities in Poland however, neglect to notice the phenomenon and treat the new medium as another way to send their message to the public. In the paper, author discusses the case study of University of Lodz, as an example of such institution, which slowly attempts to adopt to the new interactive communication methods.