The purpose of this research study is to identify the factors of knowledge sharing among library professionals of higher educational institutions of Pakistan. There are very few studies on the knowledge exchange between library professionals in Pakistan’s higher education institutions. In this study model which has all the elements used to examine the knowledge sharing, in the study researcher investigate the impact of technological, organizational and individual on library professionals’ knowledge sharing behavior. The study adopted a descriptive survey design as research design and quantitative as type of research type. Questionnaire was adapted and used to collect data from 240 librarians through Google form survey in the higher educational institutions. The population of study is higher educational institutions of Pakistan. Convenience sampling techniques was used for data collection. The data were analyzed through the measurement model and structural equation model (PLS-SEM). The results of the study technological development, organizational development and individual development are significant for knowledge sharing in higher educational intuitions in Pakistan. This study gave new insights through to policy makers for the future polices to higher authorities.

This paper focuses on the analysis of educational institutions’ communication on social media, with an emphasis on the individual type of content used by these institutions to increase engagement and interaction with current and potential students. The authors examine how educational institutions tailor their communication content on Facebook and Instagram to meet the expectations and needs of their target audience. The analysis includes content evaluation, frequency of posts, user interaction, and integration of multimedia elements. In our research we focused on private school segment from kindergartens, through primary to secondary schools. The paper also presents an analysis of the differences of communication on different platforms (Facebook and Instagram) and their impact on the digital communication strategy of private schools. The results suggest that despite the increasing popularity of Instagram and higher interaction, educational institutions are communicating more on Facebook.