Nowadays, in times of socio-economic and especially information technology development, the issue of human relations becomes more and more important. The aim of the article was to analyse the role of social media in shaping relations between universities and students. Given that aim the authors carried out research where in the framework of international cooperation prepared a research tool and conducted pilot studies. Students of selected universities, including Polish and Lithuanian ones, were a target group of the study. The conducted research clearly indicated the dominant role of Facebook as a communication portal used by students within universities. It appeared to be the most recognised primary tool for both rapid information flow and relationship building. The findings may be of interest to universities and public institutions or private actors, and, in particular, to social network operators.