The evolution of the internet has led to the emergence of social media (SM) platforms, offering dynamic environments for user interaction and content creation. Social media, characterized by user-generated content, has become integral to electronic communication, fostering higher engagement and interaction. This study aims to explore the utilization of SM marketing, particularly in Higher Education Institutions (HEIs), focusing on Széchenyi István University’s academic social network sites (SNS) as a case study to enhance student engagement and satisfaction. The primary objective of this study is to review recent academic literature on SM marketing, especially for HEI marketing, and investigate the potential of the University’s SNS platforms as a case study in increasing student engagement. First a systematic literature review was conducted using Scopus and Science Direct databases to analyze recent research in academic SM. Then the article examined the University’s website and SNS platforms using the Facepager program to collect and analyze posts’ content. The findings from the literature review and observation indicate the growing importance of SM in higher education marketing. The university’s use of various SM strategies, such as visual storytelling, multimedia content, blogs, and user-generated content, contributes to increased student engagement of the university’s values.

The discourse on advocacy planning involving actors has not explicitly addressed the question of who the actor advocate planner is and how an actor can become an advocate planner. This paper attempts to exploring the actor advocate planner in the context of Regional Splits as, employing social network analysis as a research tool. This research employs an exploratory, mixed-methods approach, predominantly qualitative in nature. The initial phase entailed the investigation and examination of qualitative data through the acquisition of information from interviews with key stakeholders involved in Regional Splits, including communities, non-governmental organizations (NGOs), governmental entities, and political parties. The subsequent phase utilized quantitative techniques derived from the findings of the qualitative analysis, which were then analysis into the Gephi application. The findings indicate that the Regional Splits the Presidium Community represents civil society and political parties serve as crucial advocate planners, facilitating connections between disparate actors and promoting Regional Splits through political parties.