ABSTRACT
The Internet and social media no longer affect only the way we relate with friends and acquaintances. These media have a growing impact on the way organizations, such as universities and their representatives, are interacting with their publics. In the university context, various changes and debates have arisen around this issue: emergency systems that send mass text messages to students, debates about how social network sites should be used between professors and students, and the development of the digital classroom, to name just a few. This chapter focuses on the use of social media to build relationships between universities and students as well as various strategic publics.
