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Analysing effective social media communication in higher education institutions

Education

Analysing effective social media communication in higher education institutions

P. Capriotti and I. Zeler

Discover how communication strategies of 70 higher education institutions across various continents unfold on social media. This insightful research by Paul Capriotti and Ileana Zeler reveals a pattern of passive engagement and emphasizes the need for dynamic interaction in institutional communication online.

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Playback language: English
Abstract
This paper analyzes the institutional communication of 70 higher education institutions (US, Europe, Latin America) on Facebook, LinkedIn, and Twitter. The analysis focuses on posting, interactivity, and content. Findings reveal a predominantly passive, centripetal posting performance, with significant regional variations. Interactivity is largely monologic despite efforts to foster interaction. Content prioritizes organizational information. The paper offers insights for academics and practitioners on social media management in higher education.
Publisher
Humanities and Social Sciences Communications
Published On
Oct 06, 2023
Authors
Paul Capriotti, Ileana Zeler
Tags
higher education
social media
communication
interactivity
regional variations
content analysis
Facebook

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