As the increasing internationalization of higher education creates competition among the universities, many institutions are making use of social media communities to attract and retain students. We surveyed 215 users of the Eastern Mediterranean University (EMU) Facebook page to investigate how it influences their identification with the university community and the university brand. We further investigate how this identification influences the trust and loyalty to the institution and leads to positive behaviors such as promoting the university to their peers as an active member of the university community. Our results show that the perceived strength of the Facebook community is related to the identification with the university community and the university brand which in turn are related to trust and loyalty. Higher loyalty is linked to citizenship behaviors such as increased contribution to the educational process labeled in-role behaviors and providing positive word of mouth about the university labeled extra-role behaviors. With the challenges of a diverse and global student body which is expected to continue increasing, universities can benefit from use of social media in developing identity, loyalty and trust.