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Analysing the influence of Universities’ content strategy on the level of engagement on social media

  • Identification data

    Identifier: imarina:9362395
    Authors:
    Capriotti PCarretón-Ballester CLosada-Díaz JC
    Abstract:
    Social media have become a key tool in the institutional communication of universities to disseminate content and establish interaction and dialogue with their publics. Content strategy in social networks is a relevant aspect to inform their audiences about their daily activities and position universities in the digital sphere. This article studies the influence of the different types of content posted by universities on their social networks on the level of engagement of their publics. We conducted a content analysis of more than 90,000 posts by 70 universities in three regions (Europe, the United States and Latin America) on their institutional profiles on three social networks (Twitter, Facebook and LinkedIn). The results show that the level of engagement achieved by the universities’ posts is very low. Universities clearly prioritize institutional content over functional content, and organizational topics are the most published on social networks. Institutional content achieves a higher level of engagement than functional content, and posts on organizational topics have the best level of engagement. Our study might refute the hypothesis that “functional content will generate a higher level of engagement than institutional content on social networks.” Thus, it can be concluded that the combination of content on social networks suggests that universities mainly use social networks to develop an institutional positioning strategy on social media.
  • Others:

    Author, as appears in the article.: Capriotti P; Carretón-Ballester C; Losada-Díaz JC
    Department: Estudis de Comunicació
    URV's Author/s: Capriotti Peri, Vicente-Paul
    Keywords: Content strategy Digital communication Higher education Institutional communication Social media University
    Abstract: Social media have become a key tool in the institutional communication of universities to disseminate content and establish interaction and dialogue with their publics. Content strategy in social networks is a relevant aspect to inform their audiences about their daily activities and position universities in the digital sphere. This article studies the influence of the different types of content posted by universities on their social networks on the level of engagement of their publics. We conducted a content analysis of more than 90,000 posts by 70 universities in three regions (Europe, the United States and Latin America) on their institutional profiles on three social networks (Twitter, Facebook and LinkedIn). The results show that the level of engagement achieved by the universities’ posts is very low. Universities clearly prioritize institutional content over functional content, and organizational topics are the most published on social networks. Institutional content achieves a higher level of engagement than functional content, and posts on organizational topics have the best level of engagement. Our study might refute the hypothesis that “functional content will generate a higher level of engagement than institutional content on social networks.” Thus, it can be concluded that the combination of content on social networks suggests that universities mainly use social networks to develop an institutional positioning strategy on social media.
    Thematic Areas: Ciências sociais aplicadas i Ciencias sociales Communication Comunicação e informação Comunicació i informació Comunicación Cultural studies Información y documentación Media studies and communication
    licence for use: https://creativecommons.org/licenses/by/3.0/es/
    Author's mail: paul.capriotti@urv.cat
    Author identifier: 0000-0002-9398-5886
    Record's date: 2024-02-10
    Papper version: info:eu-repo/semantics/publishedVersion
    Link to the original source: https://revistas.unav.edu/index.php/communication-and-society/article/view/44735
    Papper original source: Comunicacion Y Sociedad. 37 (1): 41-60
    APA: Capriotti P; Carretón-Ballester C; Losada-Díaz JC (2024). Analysing the influence of Universities’ content strategy on the level of engagement on social media. Comunicacion Y Sociedad, 37(1), 41-60. DOI: 10.15581/003.37.1.41-60
    Licence document URL: https://repositori.urv.cat/ca/proteccio-de-dades/
    Article's DOI: 10.15581/003.37.1.41-60
    Entity: Universitat Rovira i Virgili
    Journal publication year: 2024
    Publication Type: Journal Publications
  • Keywords:

    Communication,Cultural Studies
    Content strategy
    Digital communication
    Higher education
    Institutional communication
    Social media
    University
    Ciências sociais aplicadas i
    Ciencias sociales
    Communication
    Comunicação e informação
    Comunicació i informació
    Comunicación
    Cultural studies
    Información y documentación
    Media studies and communication
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