General
Social media: the modern trend of building and championing institutional brands in higher education
On 26th February 2018, the Directorate of ICT Support (DICTS) at Makerere University organised a Social Media for Higher Education Workshop to sensitize staff and students on how they can utilise social media and other digital media platforms to champion the institution’s brand amongst its stakeholders around the world.
Officially opened by the Vice Chancellor of Makerere University Prof. Barnabas Nawangwe who was represented by the Director of DICTS Eng. Kitumba Frank, the workshop also focused on discussing the important ways of how Makerere University, can embrace the professional usage of social media tools to improve its online brand as well as harmonising social media as a learning tool.
During the interactive sessions, experts in social media management, communication, Public relations, digital marketing and digital PR and ICT intelligences from both government institutions and private sector, the researchers in academia shared ideas on how the staff and student can exploit their personal social media platforms to promote, protect and market Makerere University as a brand with the aim of increasing its visibility.
In a speech read by Eng. Kitumba, The Vice Chancellor appreciated the move by the Directorate of ICT Support (DICTS) to sensitize the University community on proper representation of Makerere University as a brand online. He urged staff and students to own the University reputation and promote its work in research, innovations and other developments wherever they are.
“Social media is increasingly becoming a key online marketing tool for institutions the world over, therefore we need to ensure that Makerere University is very vibrant on social media as we embark on the move to unlock its potential,” he said.
Social Media has evolved exponentially into a powerful social engagement, business intelligence and educational tool that should be embraced by all in this information driven age. Today, companies use social media for predictive data analytics whose findings can be used for business forecasting, improving business sales and retaining customers.
Higher education institutions the world over are equally embracing social media as a research marketing tool that is able to drive user traffic to their web-portals, improve their visibility and rank as well as market their research products to a wider audience.
“Social media tools are useful for gathering, collating, accessing, managing, sharing and disseminating your work and research findings. The effective use of social media tools can also enable you to manage your online presence, develop your reputation, maximize your impact and build networks,” Prof. Nawangwe mentioned.
According to the Director, DICTS Eng. Kitumba Frank, Makerere University joined the trend of using social media with the aim of promoting its brand, protecting its image and increasing the opportunities of reaching out to its stakeholders. To achieve this wonderful milestone, the institution has been able to harmonise the existing online platform and ICT tools together with social media platforms to easily reach out to its stakeholders.
Mr. Kitumba also revealed that the University is developing a tool that will increase the staff and students interactivity on Makerere University social platforms. He therefore encouraged them to be very vibrant online and ensure that they positively represent the great brand and legacy Makerere owns.
“We are ensuring that the institution moves with the trend. We have managed to harmonise the existing tools with the social media platforms to ensure increase our interaction with the users and also market our research, innovations and other developments in academics,” he said.
Samuel Paul Mugabi, the End-User Manager at DICTS said that Social media has evolved overtime and it is more than a casual linkup. According to him, the Makerere University has therefore recognized the changing trend and adopted the service delivery model where the IT Service Management has been streamlined to fit the social media trend and online interactivity among end users.
“We have improved the quality and consistency of the IT support experience for students, faculty and staff using various electronic touch points such as email, phones, CRM and Help-Desk tools. As the end user unit, we are in the process of repackaging data to fit our users’ interest and ensure that the message produced, effectively communicates across all the university platforms. We are working hand in hand with the Makerere University Public Relations Office to ensure that Makerere University maintains its relevancy through its digital platforms,” he explained.
Engaging the audience on the importance of institutional branding, the Brand and Marketing Officer of Makerere University Mr. Agaba Issa Magabo said that branding helps institution to attract Government support for institutional plans, to continue attracting partnerships from both local and international agencies and to maintain the confidence of alumni especially the would-be donors that their alma mater still “rocks”.
“If you are to attract local and international finances, you must behave in a certain unique, uniform and authentic way that will catch the funder’s eyes and then entrust you with his money. This means you need to have an authentic brand that is popular and respected,” he said.
He cautioned staff and students who misrepresent and misuse the university brand saying that it does not only affect the university as an institution but also tarnishes their names.“For many years Makerere University has been branded as an institution of strikes, this has strongly tarnished its image and reputation. The negative reports in the media have done more harm than good to the institution’s image and has inflicted a big damage on its market. But remember this is our institution, which needs our protection. Let us enjoy its legacy through building and maintaining its brand that it has held for centuries as we build for the future,” he said.
Reiterating the need to manage content when communicating a powerful brand, the Makerere University Senior Public Relations Officer Ms. Ritah Namisango urged students and staff to always make a background check on the content they post about the institution. According to her, relevant and valuable content will always attract, engage and drive the audiences to follow the institution’s work hence creating traffic on the platforms. She appealed to staff and students to always defend and protect the institution’s image when interacting with their personal social media platforms.
“Our actions should support our institution. We should represent Makerere University positively as a good brand. Change starts with YOU. Be the change that you want to see. Communicate responsibly especially on social media.” she stated.
In a presentation on ‘how the media has improved our professional call a case study of WhatsApp, Dr. Paul Birevu Muyinda, said that social media tools such as WhatsApp have potentials to provide cooperation, increase social interaction, interest and motivation, sense of belonging, academic success, student-student and student-teacher interaction. The tools also support learning anytime and anywhere, provide peer support, feedback, and allow for sharing of information in education.
He however, noted that despite their relevancy, many tutors have met challenges while using social media to reach out to their students. “Concerns towards privacy and security, losing attention, getting beyond the limits in personal relations, use of slang language, and negative effects on academic life arising from excessive use of social media have been cited while tutors try to reach out to students via social media,” he stated.
Mr. Mathias Ssemanda a Digital Marketing Specialist said digital Marketing varies greatly depending on institutions interests and values. According to him, higher education institutions are often caught in the crosshairs of upholding history and tradition and moving forward into the future with students. This makes it vital that their social media marketing efforts comprise part of a larger strategy focused on the overall institutional brand.
Ssemanda said that as social networks continue to advance and meld into aspects of everyday life, the academic world is determining the way in which these digital tools can work to educational advantage in correlation with conventional methods.
“The intended core of social media is communication, providing great opportunities for those within the education industry to connect, share and learn. Digital marketing builds and maintains the customer relationship through online activities. When well-managed, digital marketing can put the consumer in control, provides convenience, drives the brand loyalty, reduces the selling cycle and captures customers that are searching on the Internet for answers,” he said.
Taking the audience through social media threats, risks and security, the Director Cyber-Crime Unit in the Uganda Police Mr. Haguma Jimmy said many people have become victims of social media threats and crime in Uganda. According to Mr. Haguma, over the years the Uganda Police has registered several cases of cybercrime such as cyber rape, conmen online, destruction of relevant information by security threats, illegal hackers among others.
He therefore advised Ugandans to adopt the best social media practices and also familiarize themselves with the laws that govern social media in Uganda. “Many laws have been put in place to regulate the social media environment, take time and read them so that you know your position while using social media. Do not open any emails from untrusted sources. Do not give offers from strangers the benefit of the doubt. Lock your laptop/Phone whenever you are away. Purchase anti-virus software. Read your company’s privacy policy to understand under what circumstances you can or should let a stranger into the building. Set strong passwords,” Mr. Haguma said.
Article and photos by: Proscovia Nabatte, Mak-Public Relations Office
Through the Food for Peace initiative, the Rotary Club of Makerere Passport is stepping in to provide meals to over 200 students who struggle to afford meals, especially during the examination period.
According to Professor Barnabas Nawangwe, the Vice Chancellor of Makerere University and President of the Rotary Club of Makerere Passport, hundreds of students drop out of Makerere University every year due to financial constraints. The reality for those who remain is sometimes tougher, for they struggle to survive.
While addressing the media at a press conference held at Makerere University on November 11, 2026, Prof. Nawangwe shared that many of these students skip meals, a situation that is more frequent during examination periods, when the demands on the brain are much greater.
The University is aware of these reports and in his capacity as Vice Chancellor and President of the Rotary Club of Makerere Passport, Prof. Nawangwe lobbied the club to take action.
In preparation for intervention, a comprehensive needs assessment was conducted, inviting students to come forward and share their needs. About 200 students responded to the survey, indicating a pressing need for food support during examinations.
The findings birthed a legacy project code-named “Food for Peace”, targeting, for a start, 206 students at Makerere University, regardless of their sponsorship status, as long as they participated in the survey. The Makerere Rotary Peace Centre spearheaded the survey that helped identify the first cohort of those who will benefit from the initiative and guided that for a dignified experience, the beneficially names will remain in records and not disclosed.
Prof. Nawangwe emphasised that the core mission of this cause is to move a step up with efforts to ensure that economically challenged students at Makerere University do not go a day without a meal. Service providers in halls of residence will serve these students their food following a meal card.
Seeding the Project
The Guest of Honour, Mr. Emmanuel Katongole, the Rotary International Director (RID) for Zone 22, while launching the initiative shared his personal experience of facing challenges that almost barred him from attaining an education. He believes education is an equaliser in life and that everyone should have a chance to access it. He reminded those in the room that they were all there together because of education.
RID Katongole highlighted the importance of supporting people, both as individuals and as a community. He expressed pride in being part of the launch of this project because it is going to create many more “Emmanuel Katongoles” through the provision of a meal.
He therefore personally committed to contribute UGX 5 million annually, starting this year, for as long as he lives or until the project ends. He also pledged to remain part of the initiative.
92nd Guild Commends “Service above Self”
From a student perspective, H.E. Kadondi Gracious, the 92nd Makerere University Guild President, delivered a vote of thanks for the initiative. She noted that students had petitioned Parliament to intervene in the matter and were happy that solutions had started coming from within.
She framed this move not just as charity, but as a way of restoring hope to Makerereans who were unsure of how they were going to maneuver through the examination period without lunch. In appreciation, the Guild President commended Rotary for showing what it actually means to offer service above self.
Sustainability of the “Food for Peace” Project
Although the immediate intervention is directed towards fewer than 300 students who expressed a need for assistance, the vision is bigger and looking beyond the current examination season.
As the Rotary Passport Club President noted, “if this is going to be sustainable, it means we are going to look out for partners to create a fund to sustain this initiative.”
The Club Secretary, Associate Professor Helen Nambalirwa Nkabala, explained that as a legacy project, it is not a one-off. She committed the services of the Passport Club to supporting this legacy project.
Grounding the sustainability move, RID Emmanuel Katongole set the pace by pledging annual cash and in-kind support towards providing consistent assistance to students throughout subsequent academic periods, thereby enhancing student welfare over the long term.
Dr Winfred Kabumbuli, the Makerere University Dean of Students, showed strong support for the initiative since it falls within the core mission of student welfare. She appreciated the collaboration with Makerere University Passport Club, and pledged to rally internal support.
Call to Action and Contributions
The Club President made an appeal to alumni, corporate bodies, development partners, individuals and institutions of goodwill to join this noble cause, intended to ensure that students not only remain at the University but also attain their full potential on a full stomach.
The immediate fundraising goal is UGX 10 million shillings, which is required to implement the initial phase of food support. Excess amounts collected will facilitate an increase in the number of beneficiaries and after the examination period, add to the kitty for subsequent semesters.
Support and assistance can come in the form of financial contributions, food supplies, corporate partnerships, logistical support, and long-term partnerships.
To facilitate support, the club, through its Charter Treasurer (C.T.), Professor Winston Tumps Ireeta, shared the banking details as follows
Bank: NCBA Uganda Limited.
Account Name: Rotary Club of Makerere Passport
Uganda Shillings (UGX) Account Number: 228129200017
United States Dollar (USD) Account Number: 228129200027
SWIFT Code: CBAFUGKA
Bank Code: 36
Students were left with one final promise from the Chief Guest, “you are no longer alone. You have a partner in the Rotary Club of Makerere Passport.”
Prof. Edward Bbaale, Acting Deputy Vice Chancellor for Finance and Administration at Makerere University, on November 10 2026 welcomed a delegation from the International Water Association (IWA), led by Mr. Keith Robertson, the Learning and Events Director at International Water Association (IWA). Mr. Robertson, in his remarks, highlighted their visit to Makerere University as a fact-finding mission regarding the potential establishment of a new regional IWA office in Africa to support the continent in solving challenges relating to water.
The International Water Association is a leading global nonprofit organisation and knowledge hub for the water and sanitation sector. Connecting more than 10,000 individual members and 500 corporate entities across 140 plus countries, the association bridges the gap between scientific research and practical engineering to solve global water crises, improve sanitation, and secure clean water systems. Currently, IWA is evaluating potential host cities in Africa; Makerere University in Kampala is the first they have visited out of their three countries and venues earmarked.
This meeting held at Makerere Main Administrative Building, was attended by university leadership, faculty from College of Engineering, Design, Art and Technology (CEDAT), and representatives from the National Water and Sewerage Corporation (NWSC). Discussions explored possibilities of the yet to be established office bridging the gap between academic research and practical application in the water sector not only in Uganda but also on the continent.
On behalf of University Management, Prof. Edward Bbaale underscored this engagement that focused on possible Water and Sanitation advancement partnership as one that aligns well with the strategic direction of the University.
Projected Impact of a Kampala-Based IWA Office
Dr Philip Nyenje, Head of Department, Civil and Environmental Engineering (DCEE), expressed optimism about the collaboration, saying, “this is a very good opportunity for us to grow our interest in the sector of water and sanitation.”
In addition, Dr Seith Mugume, a Senior Lecturer at DCEE, noted that the regional office would unlock research and innovation opportunities in the real world for our students and also provide incentives for them to pursue projects within local research and innovation angles.
Eng. Zainab Mpakiraba, Acting Senior Manager at NWSC framed Kampala as a very unique venue for the centre and highlighted Makerere as one of the core academic partners for the regional Eastern and Southern Africa hub of the Global Sanitation Graduate School. Eng. Mpakiraba further endorsed Makerere, saying that, as a top-notch university in Uganda and in the region, when it leads on any aspect, it is able to pull most of the other universities.
Makerere’s Strategic Initiatives and Activities so far in the Area of Water
Dr Nyenje noted that his Department has a very strong base in water and sanitation, covering disciplines like water resources, environmental, structural, and highway engineering. Dr. Mugume added that they are conducting research on “modeling of water resource systems, hydrological and hydraulic modeling,” “water quality management,” and “fecal sludge management, sanitation in low-income and peri-urban areas.”
The two also mentioned that the department has introduced a “master’s in sanitation, and also a postgraduate program… a diploma in sanitation” to address growing interest in the sector.
All these strategies have been made possible through good will and funding from the Government of Uganda, strategic partnerships, and International Collaborations that have positioned Makerere as a key player in the region.
Concluding the session, Prof. Edward Bbaale reaffirmed Makerere’s ability to run this Office when established as the University has human resources in multidisciplinary research, global credibility and working relationships with many organisations and institutions on the continent and far.
-
General1 week agoUpdate On Payment of Endowment Fund Fees
-
General1 week agoInstitutionalizing ORCID at Makerere University: Strengthening Researcher Identification, Visibility and Research Output Tracking
-
General2 weeks agoCoNAS Staff & Students Sensitized on Gender Equality, Sexual Harassment Policies
-
Natural Sciences1 week agoDr. Alice Nabatanzi Wins Charles Wambebe Innovation Award, Named Best Oral Presenter at APSS 2026 South Africa
-
General2 days agoNOTICE: Online Applications for Government Sponsorship for Programmes Offered at Public Universities & Other Tertiary Institutions 2027/2028 AY