To use or not to use? Social media in higher education in developing countries

This research is a response to the universal use of social media by students for academic-related purposes. It bridges a gap in knowledge in relation to the value and use of social media as effective teaching and learning tool in higher education in developing countries. A pre-tested questionnaire survey was self-administered to faculty members in the eight public Egyptian higher institutions offering tourism and hotel management programs. The results showed that social media have a great value for academic-related purposes, particularly as teaching and learning tool; however, the actual use by faculty was at a minimal level. In-depth interviews were conducted to identify the perils, barriers and concerns for the minimal use. Several barriers were identified with some specific to developing countries' context. Nonetheless, there was consensus by faculty that if these barriers were overcome, social media could be developed as an innovative and effective tool for teaching and learning. Implications for researchers and policy makers are discussed. •Social media have a great value for academic-related purposes.•The actual use of social media by faculty is at minimal level.•Several barriers were identified with some specific to developing countries.•If these barriers were overcome, social media could be effective learning tool.•Social media could bridge the digital divide between institutions and students.