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Different social networks allow different means of interaction with users, e.g. content can be commented, shared or graded. This interaction is very important, especially for social networks that curate content based on user activity. Based on our findings, institutions can modify their existing social network strategies or can create new ones to fulfill given goals. Paper presents results of the research on social networks used by Croatian Higher Education Institutions. Goal of the research was to determine in which manner they are used, either as a one or two way communication channel. With constant changes within social networks it is of key importance to monitor all the trends and to make modification of communication strategies so that published content has more chance in reaching targeted audience.