What is Social Networking Website

The social networking Web site is one type of Web 2.0 innovation that has been embraced by universityaged young people. The success of Facebook and similar Web sites has prompted universities to explore how they might use social networking Web sites to engage with their students. In this chapter, I argue that universities are misguided in their attempts to use social networking groups to attempt to engage with students registered with the Web sites. I present empirical evidence from a case study university to substantiate this claim. A framework is developed to categorise the university-related Facebook groups and competing theoretical perspectives on diffusion of innovation are employed to analyse the participation in these groups by students. Recommendations are made for universities, and other organisations, intending to use social networking Web sites to engage with students.