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

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

Luciana Oliveira (ISCAP / IPP Polytechnic of Porto, Porto, Portugal & INESC TEC, University of Porto, Porto, Portugal) and Álvaro Figueira (CRACS, INESC TEC, University of Porto, Porto, Portugal)
Copyright: © 2015 |Pages: 17
DOI: 10.4018/IJWP.2015040102


Social media has become one of the most prolific fields for interchange of multidisciplinary expertise. In this paper, computer science, communication and management are brought together for the development of a sound strategic content analysis, in the Higher Education Sector. The authors present a study comprised of two stages: analysis of SM content and corresponding audience engagement according to a weighted scale, and a classification of content strategies, which builds on different noticeable articulations of editorial areas among organizations. Their approach is based on an automatic classification of content according to a pre-defined editorial model. The proposed methodology and research results offer academic and practical findings for organizations striving on social media.
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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.

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