Do Top Higher Education Institutions’ Social Media Communication Differ Depending on Their Rank?

Alvaro Figueira; Lirielly Vitorugo Nascimento

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Paper

Do Top Higher Education Institutions’ Social Media Communication Differ Depending on Their Rank?

Topics: Social Media Analytics

In Proceedings of the 18th International Conference on Web Information Systems and Technologies WEBIST - Volume 1, 355-362, 2022 , Valletta, Malta

Authors: Alvaro Figueira ¹ and Lirielly Vitorugo Nascimento ²

Affiliations: ¹ CRACS/INESCTEC and FCUP, University of Porto, Porto, Portugal ; ² Department of Computer Science, FCUP, University of Porto, Porto, Portugal

Keyword(s): Higher Education Institutions, Social Media Communication, Twitter, Ranking Analysis, Publishing Strategies.

Abstract: Higher Education Institutions use social media as a marketing channel to attract and engage users so that the institution is promoted and thus a wide range of benefits can be achieved. These institutions are evaluated globally on various success parameters, being published in rankings. In this paper, we analyze the publishing strategies and compare the results with their overall ranking positions. The results show that there is a tendency to find a particular strategy in the top ranked universities. We also found cases where the strategies are less prominent and do not match the ranking positions.

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Paper citation in several formats:

Figueira, A. and Nascimento, L. V. (2022). Do Top Higher Education Institutions’ Social Media Communication Differ Depending on Their Rank?. In Proceedings of the 18th International Conference on Web Information Systems and Technologies - WEBIST; ISBN 978-989-758-613-2; ISSN 2184-3252, SciTePress, pages 355-362. DOI: 10.5220/0011592500003318

@conference{webist22,
author={Alvaro Figueira and Lirielly Vitorugo Nascimento},
title={Do Top Higher Education Institutions’ Social Media Communication Differ Depending on Their Rank?},
booktitle={Proceedings of the 18th International Conference on Web Information Systems and Technologies - WEBIST},
year={2022},
pages={355-362},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011592500003318},
isbn={978-989-758-613-2},
issn={2184-3252},
}

TY - CONF

JO - Proceedings of the 18th International Conference on Web Information Systems and Technologies - WEBIST
TI - Do Top Higher Education Institutions’ Social Media Communication Differ Depending on Their Rank?
SN - 978-989-758-613-2
IS - 2184-3252
AU - Figueira, A.
AU - Nascimento, L.
PY - 2022
SP - 355
EP - 362
DO - 10.5220/0011592500003318
PB - SciTePress