Social Media Content Analysis in the Higher Education Sector: From Content to Strategy

Social Media Strategies In Hei

The Higher Education Sector (HES) has become a global competitive environment, where the decreasing number of student enrolments and the decreasing financial government support has been raising unforeseen external challenges. In fact, Higher Education Institutions (HEI) have been pushed to seek for additional financial funding and to devote a large amount of efforts to ensure brand awareness and distinctiveness. In this context, the role of social media has become a fertile field, and at least for that latter one, it has become essential.

Acknowledging a broad range and diversity of organizational publics raises distinct communication and management needs. Social media strategies aimed at organizations with such a diversity of stakeholders’ expectations, service distinctiveness, societal expected intervention and corresponding external pressure are lacking research. Thus, it is important to research, reveal, systematize and bring forward modes of intervention that can provide the balance between their institutional and transactional needs, in order to ensure their survival and competitive potential.