Social media is nowadays seen as a way to include principals like participation, global interaction and transparency in everyday life. Everyone is going social now. These omnipresent changes in our social reality is reaching every sector of life, encouraging even public institutions to participate and to show presence in the social web. This study seeks to reveal, which factors have to be kept in mind, when doing social media work at universities. But it also is an attempt to provide a list of recommendations and possible fields of action to ensure an efficient and a valuable presence in social web. Therefore the present situation of university social media efforts has been analyzed and evaluated by measuring user engagement concerning different aspects of a single social media activity (included content of a published message, publishing time, frequency of activities, existence of visual elements, additional links, etc.). The study shows, that it seems less important how many times of a week a university is publishing, or how long the text messages are in detail, but that there is a significant relationship between the contents of a post, the time of its publishing as well as the used elements, pointing out that users actively perceive and interact with social media activities that encourage contact between both: the profile owner with the community and community amongst itself. Especially if it is done in a personal and emotional or funny way, offering people ways to identify with the institution and to connect with it through wellknown habits and traditions. In converse there is less perception and response to impersonal and primary informative contents. This indicates that a well-considered social media strategy is advised to the persons in charge of a universitys social media presence, which is not just reusing other media content but considers the need of a “social factor” in the communicational behavior. Therefore the given recommendations should offer some answers and starting points.

Social Media an Hochschulen

Jennifer-Carmen Frey
2013

Abstract

Social media is nowadays seen as a way to include principals like participation, global interaction and transparency in everyday life. Everyone is going social now. These omnipresent changes in our social reality is reaching every sector of life, encouraging even public institutions to participate and to show presence in the social web. This study seeks to reveal, which factors have to be kept in mind, when doing social media work at universities. But it also is an attempt to provide a list of recommendations and possible fields of action to ensure an efficient and a valuable presence in social web. Therefore the present situation of university social media efforts has been analyzed and evaluated by measuring user engagement concerning different aspects of a single social media activity (included content of a published message, publishing time, frequency of activities, existence of visual elements, additional links, etc.). The study shows, that it seems less important how many times of a week a university is publishing, or how long the text messages are in detail, but that there is a significant relationship between the contents of a post, the time of its publishing as well as the used elements, pointing out that users actively perceive and interact with social media activities that encourage contact between both: the profile owner with the community and community amongst itself. Especially if it is done in a personal and emotional or funny way, offering people ways to identify with the institution and to connect with it through wellknown habits and traditions. In converse there is less perception and response to impersonal and primary informative contents. This indicates that a well-considered social media strategy is advised to the persons in charge of a universitys social media presence, which is not just reusing other media content but considers the need of a “social factor” in the communicational behavior. Therefore the given recommendations should offer some answers and starting points.
2013
174
9783732246663
Jennifer-Carmen Frey
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11585/723832
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