The Power of Social Media in University Life – a Survey-Based Analysis

Background. Social media has become essential for universities, both in recruiting students and enhancing their experience. Platforms like Instagram and Facebook influence student perceptions, foster community, and impact satisfaction, yet the effectiveness of these strategies remains under-explored. Aim. This study examines the role of social media in shaping students' decisions to apply to Ivano-Frankivsk National Medical University (IFNMU) and their satisfaction with their university experience. Methods. A survey was conducted with first- and second-year IFNMU students from multiple faculties, using closed- and open-ended questions to gather quantitative and qualitative feedback on academic, social, and infrastructural aspects. Data were analyzed to identify key trends in student perceptions. Results. The study found that personal networks (64%) and social media (25.3%) are significant sources of information for prospective students, with Instagram as the most influential platform. Positive aspects cited included faculty support (35%) and social engagement (20%), while workload (30%) and infrastructure (15%) were identified as areas for improvement. Conclusion. Social media is a vital tool for engaging IFNMU students, with Instagram and personal networks playing a prominent role. Addressing concerns around workload and infrastructure, alongside strategic social media content, could enhance student satisfaction and attract prospective applicants. Future research should investigate the impact of specific social media content on recruitment and retention.