Higher Education Institutions on Facebook, Instagram, and Twitter: Comparing Swiss Universities’ Social Media Communication
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | https://doi.org/10.17645/mac.v11i1.6069 |
Resumo: | Public communication has become more important to higher education institutions (HEIs), with many HEIs using social media to communicate with stakeholders. However, scholarship on the subject is scarce and mainly based on single-platform studies and small datasets. Therefore, we conducted a cross-platform study to examine the communication of all Swiss HEIs on Facebook, Instagram, and Twitter. The results were based on two datasets: an automated analysis on data for all Swiss HEIs (n = 42) and their social media accounts from 2004 to 2021 (337,232 posts from 207 accounts), and a manual content analysis on 1,500 posts per platform. By including all HEIs in one country, this study allowed for a comparison of the results by HEI type: universities of applied sciences, universities of teacher education, and research universities. Results show that, in recent years, HEI communication increased on Instagram, but not on Facebook or Twitter. Twitter was used the most by research universities, while most Instagram and Facebook posts were from universities of applied sciences. Universities of teacher education were least active across all platforms. The content of communication across all HEI types was primarily self-referential. Our analysis of how well HEIs used the affordances of social media communication relative to hypertextuality and multimodality revealed a generally high level of adaption. Moreover, our data showed no substantial impact of the Covid-19 pandemic on posting activities and engagement with social media posts by HEIs for the two first years of the pandemic. |
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Higher Education Institutions on Facebook, Instagram, and Twitter: Comparing Swiss Universities’ Social Media Communicationhigher education institutions; new media technology; public relations; social media; strategic communication; Switzerland; university communicationPublic communication has become more important to higher education institutions (HEIs), with many HEIs using social media to communicate with stakeholders. However, scholarship on the subject is scarce and mainly based on single-platform studies and small datasets. Therefore, we conducted a cross-platform study to examine the communication of all Swiss HEIs on Facebook, Instagram, and Twitter. The results were based on two datasets: an automated analysis on data for all Swiss HEIs (n = 42) and their social media accounts from 2004 to 2021 (337,232 posts from 207 accounts), and a manual content analysis on 1,500 posts per platform. By including all HEIs in one country, this study allowed for a comparison of the results by HEI type: universities of applied sciences, universities of teacher education, and research universities. Results show that, in recent years, HEI communication increased on Instagram, but not on Facebook or Twitter. Twitter was used the most by research universities, while most Instagram and Facebook posts were from universities of applied sciences. Universities of teacher education were least active across all platforms. The content of communication across all HEI types was primarily self-referential. Our analysis of how well HEIs used the affordances of social media communication relative to hypertextuality and multimodality revealed a generally high level of adaption. Moreover, our data showed no substantial impact of the Covid-19 pandemic on posting activities and engagement with social media posts by HEIs for the two first years of the pandemic.Cogitatio Press2023-03-27info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttps://doi.org/10.17645/mac.v11i1.6069https://doi.org/10.17645/mac.v11i1.6069Media and Communication; Vol 11, No 1 (2023): Science Communication in the Digital Age: New Actors, Environments, and Practices; 264-2772183-2439reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttps://www.cogitatiopress.com/mediaandcommunication/article/view/6069https://www.cogitatiopress.com/mediaandcommunication/article/view/6069/6069https://www.cogitatiopress.com/mediaandcommunication/article/downloadSuppFile/6069/2963Copyright (c) 2023 Isabel Sörensen, Silke Fürst, Daniel Vogler, Mike S. Schäferinfo:eu-repo/semantics/openAccessSörensen, IsabelFürst, SilkeVogler, DanielSchäfer, Mike S.2023-06-29T17:45:25Zoai:ojs.cogitatiopress.com:article/6069Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T17:48:07.993107Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Higher Education Institutions on Facebook, Instagram, and Twitter: Comparing Swiss Universities’ Social Media Communication |
title |
Higher Education Institutions on Facebook, Instagram, and Twitter: Comparing Swiss Universities’ Social Media Communication |
spellingShingle |
Higher Education Institutions on Facebook, Instagram, and Twitter: Comparing Swiss Universities’ Social Media Communication Sörensen, Isabel higher education institutions; new media technology; public relations; social media; strategic communication; Switzerland; university communication |
title_short |
Higher Education Institutions on Facebook, Instagram, and Twitter: Comparing Swiss Universities’ Social Media Communication |
title_full |
Higher Education Institutions on Facebook, Instagram, and Twitter: Comparing Swiss Universities’ Social Media Communication |
title_fullStr |
Higher Education Institutions on Facebook, Instagram, and Twitter: Comparing Swiss Universities’ Social Media Communication |
title_full_unstemmed |
Higher Education Institutions on Facebook, Instagram, and Twitter: Comparing Swiss Universities’ Social Media Communication |
title_sort |
Higher Education Institutions on Facebook, Instagram, and Twitter: Comparing Swiss Universities’ Social Media Communication |
author |
Sörensen, Isabel |
author_facet |
Sörensen, Isabel Fürst, Silke Vogler, Daniel Schäfer, Mike S. |
author_role |
author |
author2 |
Fürst, Silke Vogler, Daniel Schäfer, Mike S. |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Sörensen, Isabel Fürst, Silke Vogler, Daniel Schäfer, Mike S. |
dc.subject.por.fl_str_mv |
higher education institutions; new media technology; public relations; social media; strategic communication; Switzerland; university communication |
topic |
higher education institutions; new media technology; public relations; social media; strategic communication; Switzerland; university communication |
description |
Public communication has become more important to higher education institutions (HEIs), with many HEIs using social media to communicate with stakeholders. However, scholarship on the subject is scarce and mainly based on single-platform studies and small datasets. Therefore, we conducted a cross-platform study to examine the communication of all Swiss HEIs on Facebook, Instagram, and Twitter. The results were based on two datasets: an automated analysis on data for all Swiss HEIs (n = 42) and their social media accounts from 2004 to 2021 (337,232 posts from 207 accounts), and a manual content analysis on 1,500 posts per platform. By including all HEIs in one country, this study allowed for a comparison of the results by HEI type: universities of applied sciences, universities of teacher education, and research universities. Results show that, in recent years, HEI communication increased on Instagram, but not on Facebook or Twitter. Twitter was used the most by research universities, while most Instagram and Facebook posts were from universities of applied sciences. Universities of teacher education were least active across all platforms. The content of communication across all HEI types was primarily self-referential. Our analysis of how well HEIs used the affordances of social media communication relative to hypertextuality and multimodality revealed a generally high level of adaption. Moreover, our data showed no substantial impact of the Covid-19 pandemic on posting activities and engagement with social media posts by HEIs for the two first years of the pandemic. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-03-27 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://doi.org/10.17645/mac.v11i1.6069 https://doi.org/10.17645/mac.v11i1.6069 |
url |
https://doi.org/10.17645/mac.v11i1.6069 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://www.cogitatiopress.com/mediaandcommunication/article/view/6069 https://www.cogitatiopress.com/mediaandcommunication/article/view/6069/6069 https://www.cogitatiopress.com/mediaandcommunication/article/downloadSuppFile/6069/2963 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2023 Isabel Sörensen, Silke Fürst, Daniel Vogler, Mike S. Schäfer info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2023 Isabel Sörensen, Silke Fürst, Daniel Vogler, Mike S. Schäfer |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Cogitatio Press |
publisher.none.fl_str_mv |
Cogitatio Press |
dc.source.none.fl_str_mv |
Media and Communication; Vol 11, No 1 (2023): Science Communication in the Digital Age: New Actors, Environments, and Practices; 264-277 2183-2439 reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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