On September 1st, new students will meet their lecturers for the very first time – the people who will guide them on their academic journey. The new generation, raised in the environment of social media, has different expectations. This raises the question: what kind of lecturer do students expect today? Is being active on social media an advantage or rather a drawback?

Sigita Kamašauskė, lecturer at the Faculty of Creative Industries at VILNIUS TECH and PhD candidate in communication sciences, shares her insights and advice for lecturers, teachers, and all education professionals. She highlights what everyone working in education should review before the new academic year begins.

The First Impression – Through Social Media

According to Kamašauskė, it is now common to “meet” someone even before the first conversation:

“The first impression is often formed long before the handshake – we already develop an opinion just by looking at someone’s social media profile.”
 

She emphasizes that it is not necessary to be constantly active or create content every day, but basic social media hygiene is a must.

“I advise every lecturer and teacher to immediately review their profiles: profile picture, information about themselves. If you have old or controversial photos that could damage your image – just delete them,” she suggests.
 

Kamašauskė stresses that the profile photo is one of the most important elements, yet often overlooked.

“In a personal photo album, we can have casual selfies or fun pictures from parties. But when it comes to an open profile, and especially the main profile picture – those are not appropriate. If you don’t have a professional photo, a simple shoot at your workplace, in natural daylight, with neat clothing is enough. That already creates the image of a reliable expert,” she advises.

Personal Image – Important for Every Professional

Social media activity is often seen as the domain of influencers, but Kamašauskė believes that building a consistent personal image adds value to any professional.
 

“Content creation takes time and effort, but you don’t need to write long posts. Sometimes it’s enough to share colleagues’ or experts’ articles, links to new discoveries, or thoughts that inspired you. It takes just a few minutes but shows what interests you and what your worldview is,” she explains.
 

On her own Instagram account, the VILNIUS TECH lecturer shares insights about fashion communication – not only her academic research field, but also her passion. This creates authentic dialogue:

“I receive positive feedback from both students and colleagues. Quality content helps reveal your personality. I emphasize reveal, because I am strongly against trying to pretend to be more interesting than you are. Social media is valuable when it is used to express your message, not to create illusions.”
 

She adds that it is also worth showing some aspects of personal life online:

“We are all curious about people – their hobbies, activities. A lecturer who paints, runs, keeps bees, or writes poetry becomes more relatable and interesting. My lifestyle and values are part of my professional identity, so I freely share them. I even use personal examples in lectures, and I see that as a strength. Today, a lecturer’s authenticity lies in this multifaceted nature, which is not hard to reveal.”
 

Sharing challenges, mistakes, or difficult tasks is just as valuable, she says:

“Let’s not paint everything in pink. Let’s be real. Sharing a failed attempt or a mistake makes for engaging content – one where many people recognize themselves.”

Clear Benefits for Students
 

“The new reality is this – a lecturer is no longer just a source of information, because information is everywhere. Their role today is to shape values, instill work ethic, and motivate students. Social media is a very effective tool for that,” Kamašauskė emphasizes.
 

Research shows that including social media in the learning process increases student engagement, while active lecturers on social media are seen as more trustworthy and approachable.

“If a lecturer shares knowledge, comments on current events, or appears in the media, students trust them more and even feel proud. They see them as constantly developing experts in their field. The more often you see someone talking about their field, the more you associate them with knowledge,” she explains.
 

Kamašauskė encourages lecturers not to be afraid of sharing achievements – new research, published articles, or conference presentations. Social media also helps integrate students into university life:

“Universities are full of activities – from events to research projects. But with so much information, it’s easy to get lost, and students often miss opportunities. When a lecturer shares invitations and highlights the benefits of participation, student motivation increases significantly.”

Support from Colleagues – A Key to Success

Kamašauskė points out that maintaining motivation on social media requires strong support from colleagues:

“When you start sharing professional content or stories about university life, even a single negative comment from a colleague can discourage you. That’s why I encourage teamwork – share ideas, create together. It can even become a great team-building activity.”
 

Equally important is the attitude of leadership:

“At our university, the atmosphere is very supportive – lecturers are encouraged to share, and no one criticizes or discourages them. This September, I am launching a project I initiated, aimed at encouraging lecturers to see social media as a tool for shaping professional identity. The idea of ambassadorship is common in business – and it is just as meaningful in education,” she says.
 

According to her, an active lecturer on social media not only builds their own reputation, but also strengthens the university’s image, motivates colleagues, and fosters a culture of sharing.