Tweeting in higher education: How today's top US Universities Use 140 Characters

Adam Peruta, Alison Shields

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

It is 2017 and almost every college and university is active on social media-increasingly so using Twitter. While some schools employ Twitter as an institutional news feed to the general population, other schools implement complex strategies to recruit prospective students, retain current students, and build their alumni communities. As the competition for students and alumni donations among higher education institutions increases, the use of social media must be looked at as a potential relationship building tool. To examine how colleges and universities use Twitter to communicate with their constituents, the authors performed a content analysis on tweets (n=23,398) from 66 of the top U.S. institutions of higher education. The authors analyzed frequency, media type, tweet content and format to create a deeper understanding of how schools use Twitter and to uncover best practices. Results show that there are differences between liberal arts colleges and public universities in engagement on tweets, and the use of hashtags and mentions is a tactic used to increase engagement.

Original languageEnglish (US)
Title of host publicationProceedings of the 4th European Conference on Social Media, ECSM 2017
PublisherAcademic Conferences and Publishing International Limited
Pages445-447
Number of pages3
ISBN (Electronic)9781911218463
StatePublished - 2017
Event4th European Conference on Social Media, ECSM 2017 - Vilnius, Lithuania
Duration: Jul 3 2017Jul 4 2017

Other

Other4th European Conference on Social Media, ECSM 2017
CountryLithuania
CityVilnius
Period7/3/177/4/17

Keywords

  • Higher education
  • Online marketing
  • Social media
  • Twitter

ASJC Scopus subject areas

  • Computer Networks and Communications

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  • Cite this

    Peruta, A., & Shields, A. (2017). Tweeting in higher education: How today's top US Universities Use 140 Characters. In Proceedings of the 4th European Conference on Social Media, ECSM 2017 (pp. 445-447). Academic Conferences and Publishing International Limited.