The use of social media has transformed how higher education institutions communicate and market themselves. In a highly competitive academic landscape, platforms such as Instagram and Facebook have become essential tools for engaging with students and promoting institutional identity. This study examines the role of social media in shaping users’ perceptions of Malaysian Technical Universities (MTUN). A mixed-method approach was employed, combining qualitative content analysis and a quantitative survey. The qualitative phase involved analyzing content posted on the official social media pages of four MTUN institutions to identify the types of information shared. The quantitative phase assessed users’ perceptions of the positive and negative impacts of social media usage through an online survey. The findings reveal that universities use social media to share various forms of content, including achievements, events, announcements, and promotional materials, which contribute to shaping users’ perceptions. The results suggest that a consistent and engaging digital presence can enhance visibility, improve student engagement, and strengthen university branding. This study provides practical insights for universities to develop more strategic and effective social media practices.