Social Media University Branding

Autor/inn/en	Maresova, Petra; Hruska, Jan; Kuca, Kamil
Titel	Social Media University Branding
Quelle	In: Education Sciences, 10 (2020), Artikel 74 (14 Seiten)Infoseite zur Zeitschrift PDF als Volltext kostenfreie Datei Verfügbarkeit
Zusatzinformation	ORCID (Maresova, Petra) ORCID (Hruska, Jan) ORCID (Kuca, Kamil)
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	2227-7102
Schlagwörter	Social Media; Universities; Institutional Advancement; Reputation; Competition; Institutional Characteristics; Language Styles; Best Practices; Social Networks; Computer Mediated Communication; Student Behavior; Content Analysis; Comparative Analysis; Marketing; Institutional Evaluation; Evaluation Criteria + Suchen Sie Ihr Suchwort? Soziale Medien; University; Universität; nicht übertragen; Wettkampf; Sprachstil; Social network; Soziales Netzwerk; Computerkonferenz; Student behaviour; Schülerverhalten; Inhaltsanalyse
Abstract	Globalization has increased the demands placed on higher education and increased competition among universities. In response, institutions of higher education have started to consider their online presence as a potential competitive advantage. The aim of this article is to analyze and compare Facebook activity and content created by the world's top ten universities. The professional social media analytics tool Socialbakers is used to monitor activity and collect data for analysis. The world's top ten universities are determined based on the Quacquarelli Symonds (QS) University Rankings. The study results are divided into four categories: an analysis of the number of fans, of content, of style, and of post promotion. All of the studied universities upload a post at least once per day. Based on the study results, selected posts could be examples of best practice and serve to inspire other educational institutions to improve their brand image and communication on social networks. Social media provide a large amount of detailed data concerning the behavior of students and other stakeholders and on the effectiveness of promotional campaigns. To use social media effectively, it is necessary to collect the available data and evaluate them to gain insight on which to base an appropriate social media strategy. (As Provided).
Anmerkungen	MDPI AG. Klybeckstrasse 64, 4057 Basel, Switzerland. Tel: e-mail: indexing@mdpi.com; Web site: http://www.mdpi.com
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01