Higher Education Institutions on Facebook, Instagram, and Twitter: Comparing Swiss Universities' Social Media Communication.

Autor/inn/en	Sörensen, Isabel; Fürst, Silke; Vogler, Daniel; Schäfer, Mike S.
Titel	Higher Education Institutions on Facebook, Instagram, and Twitter: Comparing Swiss Universities' Social Media Communication.
Quelle	In: Media and Communication, 11 (2023) 1, S. 264-277 PDF als Volltext kostenfreie Datei Link als defekt meldenVerfügbarkeit
Sprache	englisch
Dokumenttyp	online; Zeitschriftenaufsatz
ISSN	2183-2439
DOI	10.17645/mac.v11i1.6069
Schlagwörter	Soziale Software; Öffentliche Kommunikation; Hochschule; Schweiz
Abstract	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.
Erfasst von	GESIS - Leibniz-Institut für Sozialwissenschaften, Mannheim
Update	2024/1