Science Series Data Report Vol 4, No. 12;Dec 2012 2 SSDR@SCIENCERECORD.COM Recent Study Concerning the Application of Social Media Strategies in UK University Bader . A . Alyoubi College of Business, King Abdulaziz University, Jeddah, Saudi Arabia Tel: 00966556666928 Email: balyoubi@hotmail.com Adel . A. Alyoubi College of Business, King Abdulaziz University, Jeddah, Saudi Arabia Tel: 00966556666928 Email: balyoubi@hotmail.com Mohammad J. Arif Faculty of Arts & Humanities, King Abdulaziz University, Jeddah, Saudi Arabia Tel: 00966504379126 Email: drmoo_99@yahoo.com Hassan A. Alsereihy Faculty of Arts & Humanities, King Abdulaziz University, Jeddah, Saudi Arabia Tel: 00966505683288 Email: alsereihy@yahoo.com Ibrahiem M. M. El Emary Information Technology Deanship, King Abdulaziz University, Jeddah, Saudi Arabia Tel: 00966548305937 Email: omary57@hotmail.com Abstract At the time of the launch of Facebook, one of the most popular social media applications, not many would have thought that this application would forever change the way we communicate with each other (Carton, 2009). At that time, no one could have imagined how prolific and influential this particular medium will become. After two years of Facebook’s launch, two more services emerged: YouTube (2005) and Twitter (2006) (Carton, 2009). These application have collectively had the most prolific and significant influence upon the use of Internet by the millennials. These applications have formed a new type of media called social media, which has become a powerful tool for communication with people across the globe. The young generation has imbibed social media in their lives to such an extent that it is no longer just about the technology, but also about the behaviours, culture and relationships that it creates and skilfully manages. The growing use of social media by the millennials has attracted the interest of higher education institutions. They are keen to use social media as part of their marketing toolkit and for engaging their students to achieve their strategic goals. Despite their growing interest in integrating social media within their institutional settings, little is known about formulating an effective social media strategy. This study aims to provide some points in this regard by studying the strategies adopted by those higher education institutions considered to be performing well in terms of social media performance. Keywords: Social Media; Social Network; Strategy; Higher Education Institutions; Universities; UK; US; Social Media Performance, Millennial