Social Media and Universities: the Institutions that set the standard
Edited by Silvia Palmisano - Administrative coordinator
Digital communication is a strategic tool for Italian public universities, which use social media both as a showcase and as a tool of promotion and institutional communication. An analysis conducted by Instant Analytics examined the number of followers across major social platforms (Facebook, X, Instagram, and LinkedIn), classifying universities based on the categories defined by Censis. The results show that success on social media is not only linked to the size of the institution and LinkedIn emerges as the preferred channel for university social communication.
Universities and the power of Social Media: which public Institutions dominate the Digital Stage?
Digital communication has become essential in today's world, and as a result, Italian public universities have established official social media accounts to strengthen their reputation and build an online presence capable of attracting and engaging students and stakeholders. A recent analysis conducted by Instant Analytics scrutinized the number of followers on Facebook, X (formerly Twitter), Instagram and LinkedIn among Italian public universities, classified by size as defined by Censis. The goal? To identify the most-followed universities and derive insights from the data.
Why Social Media Matters for Universities?
An active presence on social media enables universities not only to communicate more effectively with their audience but additionally to enhance their institutional image and attract talent. Digital platforms have become powerful tools to showcase campus life, promote academic programs, share research achievements and foster a community around the university’s brand. But how do Italian public universities fare in leveraging these platforms?
Analysis Results: University followers
The study focused on data from four key social media platforms:
- Facebook: historically the most widely used platform for reaching a broad and diverse audience
- X (formerly Twitter): a valuable tool for real-time engagement and quick updates, especially among academics and intellectuals
- Instagram: the visual and storytelling hub where creativity and immediacy capture the attention of young students and prospective applicants
- LinkedIn: a professional platform for promoting collaborations, job opportunities and academic achievements
The universities were classified into five categories based on the Censis-defined dimensions: Mega, Large, Medium, Polytechnical and Small Institutions. Key findings include:
Mega Universities (Over 40,000 Students)
Among the nine universities in this category, ‘La Sapienza’ University of Rome leads in total follower count, followed by the University of Bologna. An interesting trend observed is the dominance of LinkedIn over other platforms for several institutions in this category, such as the University of Padua and the University of Turin, which rank third and fourth position, respectively. This suggests a strong focus on professional communication, ideal for enhancing academic reputation and fostering institutional and corporate collaborations.
Large Universities (20,000 to 40,000 Students)
In this category, universities with a strong tradition and large student base stand out. However, social media performance is not only size-dependent. While the University of Milano-Bicocca leads across all platforms, the University of Pavia is also notable for its follower count. Meanwhile, the University of Bari excels on LinkedIn within its category.
Medium Universities (10,000 to 20,000 Students)
This group showcases interesting competition among medium-sized institutions adept at using social media to differentiate themselves and reach specific audiences. For istance, Ca’ Foscari University of Venice is particularly strong on X, thanks to its ability to interact with the academic community and share relevant contents.
Small Universities (Fewer than 10,000 Students)
Despite their smaller size, these universities excel in social media management. They often generate strong engagement through storytelling and authenticity. The University of Macerata boasts the highest total follower count in its category, while the University of Teramo leads on Facebook and the Orientale University of Naples stands out on Instagram.
Polytechnical Universities
Among the four Polytechnical universities included in the Censis rankings, the Polytechnic University of Milan dominates with the highest follower count on LinkedIn. It also surpasses the Polytechnic University of Turin—second place—by more than half the follower count on Instagram and Facebook. Third and fourth places go to IUAV of Venice and the Polytechnic University of Bari. LinkedIn once again proves to be a crucial platform for Polytechnical universities as well, reflecting a strong professional focus and strategic emphasis on building networks and career opportunities.
What do these numbers tell us?
The data reveal that a university’s social media success depends not only on its size but also on its strategy. The most-followed universities are those that understand the importance of tailored communication, adapting their approach to the unique characteristics of each platform. Some of them excel through creative use of Instagram, while others build a professional image on LinkedIn.
These results highlight a growing need to invest in digital communication as a strategic tool for positioning even globally.
The Digital Future of Universities
In a competitive landscape like higher education, a robust social media presence is far more than a showcase: it is a strategic asset. Universities that adapt to emerging digital trends and invest in high-quality content will gain the trust of students and stakeholders alike.
Whether you are a future student, faculty member or university executive, social media tells an important story: the identity and the vision of an institution.
Looking at the numbers, it’s clear that some Italian universities are writing this story better than others.