Analysing effective social media communication in higher

Index

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

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