A new study published by the Erasmus+ National Office explores how universities in Kyrgyzstan use social media platforms such as Instagram, Facebook, YouTube, and TikTok to communicate their societal engagement. The report, titled “Promotion of the Third Mission by Kyrgyz Higher Educational Institutions through Social Media,” is the first comprehensive analysis of this topic in the country.
What is the third mission?
It refers to the contribution of universities to society beyond education and research. This includes community engagement, social and educational outreach, collaboration with public and private sectors, volunteerism, inclusivity, startups, incubators, and digital solutions for regional development.
Key findings of the study:
Most universities in Kyrgyzstan are present on social media, but only a few consistently and strategically share content related to their third mission. Instagram and Facebook are the dominant platforms, while YouTube and TikTok remain underutilized.
Institutions such as the American University of Central Asia (AUCA), Salymbekov University, Kyrgyz State Technical University named after I. Razzakov (KSTU), Kyrgyz-Turkish Manas University (KTMU), Kyrgyz State Medical Academy (KSMA), Ala-Too International University, Osh State University, among others, have demonstrated valuable examples of social engagement through digital platforms. These include regional innovation projects, student-led startups, locally assembled technologies, public awareness campaigns, and inclusive education initiatives.
At the same time, many institutions rely on one-way communication, lacking interaction, storytelling, and student involvement. TikTok, although highly engaging for younger audiences, is rarely used. YouTube also remains underutilized despite strong potential—as evidenced by KSMA’s channel with an average of 220,000 views per video.
Recommendations:
– Develop university-specific social media strategies focused on promoting the third mission
– Emphasize human-centered and emotionally engaging storytelling over announcements
– Involve students, alumni, and faculty in content creation
– Introduce regular formats like “University in Society” or “Community Impact”
– Produce content in multiple languages and adapt it to different platforms
– Use hashtags and campaigns to increase visibility and reach
– Provide training for PR and academic staff in storytelling and digital communication
Authors of the study:
Mirlan Chynybaev (KSTU)
Gulnara Isaeva (Erasmus+ Kyrgyzstan)
Rita Ismailova (KTMU)
Amangeldi Zhumadilov (Salymbekov University)
The study was conducted with the support of the European Union through the Erasmus+ programme and was presented at a seminar in Bishkek in April 2025, with participation from the Ministry of Education and SMM specialists from universities across the country.
Promotion of third mission by Kyrgyz higher educational institutions through social media (EN)
Promotion of third mission by Kyrgyz higher educational institutions through social media (KG)
Promotion of third mission by Kyrgyz higher educational institutions through social media (RU)
