THE IMPACT OF SOCIAL MEDIA MATURITY OF HIGHER EDUCATION ADMINISTRATORS ON ORGANIZATIONAL DEVELOPMENT

Abstract

In the digital era, social media has become a crucial tool influencing organizational development across multiple dimensions, particularly in higher education institutions where administrators play a significant role in shaping vision and organizational direction. Consequently, the concept of Social Media Maturity has gained increasing attention, referring to the level of capability to utilize social media effectively, prudently, and in alignment with the organization’s strategic objectives. Its core components include effective communication, building organizational image and credibility, risk management, and fostering a digital culture. Such maturity directly impacts organizational development by facilitating policy formulation, creating a modern and transparent image, opening channels for stakeholder engagement, promoting innovation and knowledge development, and enhancing good governance and transparency. However, the use of social media also faces several limitations and challenges, including exposure to disinformation and fake news, inadequacies in content control, issues of personal data management under the PDPA, rapid technological shifts, the tension between transparency and organizational risk, resource constraints, and generational gaps. To address these challenges, administrators must continuously develop digital competencies, establish clear cyber policies, build reliable internal communication systems, and foster a sustainable digital organizational culture. These practices will enable social media to become a vital force in driving educational institutions toward their full potential.