Embracing social media to advance knowledge creation and transfer in the modernized university: management of the space, the tool, and the message Chapter uri icon

Book Title

  • Advancing knowledge in higher education: universities in turbulent times


  • New ways of utilizing technology in the online space are challenging how academics and students communicate, participate, and publish in modern universities, and thereby influence knowledge production, exchange, and transfer. Social media provides a suite of tools that are powerful additions to the pedagogy of academics and demonstrate that “the medium is the message” (McLuhan, 1960). These tools provide opportunity for public global dialogue, continuous discussions in the online space beyond the four walls of a physical classroom, and greater interactions between individuals and collective groups. In this chapter, the authors present several cases of social media use from the perspective of being researchers and teachers in higher education. Through strategic and precise use of social media, academics can create strong, connected, virtual communities to enhance knowledge production, exchange, and transfer within higher education. The cases demonstrate the ability to create and curate content while engaging with global connections to enhance and disrupt traditional ways of working in academia.

publication date

  • 2014