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The concept of Education 3.0 has emerged from the technology-enhanced learning domain, as a results of several factors, such as: the technological progress of social media, big data and cloud technologies, virtual reality, sensory technologies; the increased importance given to education and to the new forms of education (continuous, competences oriented, collaborative/social, online); the widespread use of so-called Massive Open Online Courses (MOOCs) or Learning Management Systems (LMS), such as: Moodle, Blackboard, Sakai. The paper presents the analysis of the main challenges of adopting social media information systems (SMISs) in universities, by applying the Rogers’s innovation diffusion model on data collected in two online surveys carried out in the framework of the START-SoPI project. The project has aimed to determine the feasibility of pan-European social media platforms for lifelong learning programs delivered by the universities in the European region of Danube River.