Vol. 4 No. 4 (2026): THE ROLE OF SOCIAL MEDIA IN MALAYSIAN HIGHER EDUCATION: A CONCEPTUAL FRAMEWORK FOR ENGAGEMENT, VISIBILITY, AND GOVERNANCE

Social media has emerged as a transformative force in higher education, particularly within Malaysia's rapidly evolving digital academic landscape. This paper presents a conceptual framework that examines the role of social media across three key domains: student engagement, institutional visibility, and governance. Focusing on the Malaysian context, the study explores how both public and private higher education institutions leverage platforms such as Instagram, TikTok, Facebook, YouTube, and WhatsApp to enhance student engagement, strengthen institutional branding, and improve policy responsiveness. The study argues that social media provides a unique opportunity for institutions to foster inclusive and interactive learning environments while also navigating the complexities of digital governance. Methodologically, it synthesizes desk research, institutional practices, and the evolving regulatory landscape to map the opportunities and challenges associated with social media use in higher education. The findings aim to provide valuable insights for institutional leaders, academics, and policymakers, offering strategies to harness social media effectively for quality-driven and impactful higher education delivery in the digital age.