The Role of Social Media in Creating and Maintaining Social Networks Including its Impact on Enhancing Competitive Positioning within the Education Sector

2015 ◽  
pp. 212-230
Author(s):  
Adam Raman
Keyword(s):  
Higher Education ◽  
Social Networks ◽  
Social Media ◽  
Higher Education Institutions ◽  
Communication Strategies ◽  
Strategy Development ◽  
Interactive Communication ◽  
Strategic Goals ◽  
Future Strategy

Social media is being increasingly utilised within society as an interactive communication platform. It has revolutionised the manner in which organisations communicate with their stakeholders, from the old way of simply designing messages and transmitting them across a desired medium, described as a static, one-way communication channel. Communications are the means by which organisations achieve their strategic goals through influencing their stakeholders. Social media allows stakeholders to connect to one another in relational, interactional networks. This means that stakeholders can now interact with organisations and each other and have a greater influence on the outcomes of communication strategies, which was impossible with traditional media. Organisations have less power dictating communications to stakeholders who in turn have more power in co-creating communication with each other. Social media is likely to have a major competitive impact on higher education institutions and these institutions should be accounting for these changes in their future strategy development. This chapter explores how social media is being utilized in organisations.

The Role of Social Media in Creating and Maintaining Social Networks Including Its Impact on Enhancing Competitive Positioning Within the Education Sector

2018 ◽  
pp. 1147-1166
Author(s):  
Adam Raman
Keyword(s):  
Higher Education ◽  
Social Networks ◽  
Social Media ◽  
Higher Education Institutions ◽  
Communication Strategies ◽  
Strategy Development ◽  
Interactive Communication ◽  
Strategic Goals ◽  
Future Strategy

Social media is being increasingly utilised within society as an interactive communication platform. It has revolutionised the manner in which organisations communicate with their stakeholders, from the old way of simply designing messages and transmitting them across a desired medium, described as a static, one-way communication channel. Communications are the means by which organisations achieve their strategic goals through influencing their stakeholders. Social media allows stakeholders to connect to one another in relational, interactional networks. This means that stakeholders can now interact with organisations and each other and have a greater influence on the outcomes of communication strategies, which was impossible with traditional media. Organisations have less power dictating communications to stakeholders who in turn have more power in co-creating communication with each other. Social media is likely to have a major competitive impact on higher education institutions and these institutions should be accounting for these changes in their future strategy development. This chapter explores how social media is being utilized in organisations.

The Impacts of Social Media in Higher Education Institutions

2021 ◽  
pp. 47-65
Author(s):  
Verónica Gutiérrez ◽  
Ariana Daniela Del Pino
Keyword(s):  
Higher Education ◽  
Social Networks ◽  
Social Media ◽  
Higher Education Institutions ◽  
Education Institution ◽  
Higher Education Institution ◽  
The Right ◽  
The University

Today, social networks have become an important part of an individual's life. Most people use social networks to interact and communicate not only with people, but also with different companies or institutions in search of information. This includes higher education institutions. The role of social networks in a higher education institution is important; It helps show what the university does, what services it offers, the achievements of its students, what achievements they get, etc. Social networks, with the right strategies, can create a great impact on how students see the university and what to do, and also they become an admission tool to generate interest in future students.

Using enterprise social networks as a knowledge management tool in higher education

2017 ◽  
Vol 47 (4) ◽  
pp. 555-570 ◽  
Author(s):  
Niall Corcoran ◽  
Aidan Duane
Keyword(s):  
Higher Education ◽  
Social Networks ◽  
Social Media ◽  
Knowledge Sharing ◽  
Conceptual Model ◽  
Higher Education Institutions ◽  
Management Tool ◽  
Content Type ◽  
Enterprise Social Networks ◽  
Practical Implications

Purpose The management of organisational knowledge and the promotion of staff knowledge sharing are largely neglected in higher education institutions. The purpose of this study is to examine how enterprise social networks can enable staff knowledge sharing in communities of practice in that context. Design/methodology/approach The study is framed as an Action Research project, covering three cycles over a 12-month period. During the Diagnosing phase, a conceptual model was developed for empirical testing. Data were collected through 30 semi-structured interviews and a number of focus groups. This was supplemented by content analysis and reflective journaling. Findings The findings support the conceptual model and provide insight into the antecedents necessary for the creation of an enterprise social network-enabled knowledge-sharing environment, the motivators for and barriers to participation, and the perceived organisational and individual benefits of increased staff knowledge-sharing activity. Research limitations/implications As the study has a higher education focus, all of the findings may not be generalizable to other types of organisation. Further development of the conceptual model and testing in other contextual settings will yield greater generalizability. Practical implications A number of findings have practical implications for the management of higher education institutions, such as the evidence of a divide between faculty and other staff. In general, the study findings provide an opportunity for educationalists to better understand the scope and impact of employing social media platforms for knowledge sharing. Originality/value This paper adds to the growing body of work on organisational implementations of social media, and should be of interest to practitioners and researchers undertaking similar projects.

scholarly journals Social Media Centrality in Identity (Re)construction in Higher Education

2020 ◽  
Vol 10 (1) ◽  
pp. 11
Author(s):  
Maria José Sá ◽  
Sandro Serpa ◽  
Carlos Miguel Ferreira ◽  
Ana Isabel Santos
Keyword(s):  
Higher Education ◽  
Social Networks ◽  
Social Media ◽  
Practical Implication ◽  
Higher Education Institutions ◽  
Theoretical Level ◽  
Human Relationships ◽  
The Social ◽  
The Individual ◽  
Individual Dimension

Social media, including digital social networks, runs through a large part of society. This position paper analyses the social media centrality in identity (re)construction in higher education, seeking to add to the understanding of the social media’s role in the identity, both in the individual dimension – of several higher education actors (academics and students) – and in the identity of higher education institutions. In methodological terms, a selection and review of publications addressing this topic were conducted. Results allow concluding that it is critical to consider the growing relevance of digital social networks in shaping these actors’ identity, without disregarding the individual situations of great limitation or even rejection by the presence of digital social networks in identity (re)construction. Regarding the implications, at the theoretical level and according to the existing corpus of knowledge, there is a need for further studies to deepen the understanding of this topic. As a practical implication, while the presence of digital social media in human relationships is unavoidable in many instances, the intentional and relevant mobilization of these digital social media is crucial, both for higher effectiveness and efficacy of the academic-student interaction and for the dissemination and positive image of higher education institutions and academics.

scholarly journals Fundamental Power of Social Media Interactions for Building a Brand and Customer Relations

2021 ◽  
Vol 16 (5) ◽  
pp. 1702-1717
Author(s):  
Ionica Oncioiu ◽  
Sorinel Căpușneanu ◽  
Dan Ioan Topor ◽  
Attila Szora Tamaș ◽  
Alina-Georgiana Solomon ◽  
...  
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Customer Loyalty ◽  
Customer Relations ◽  
Online Communication ◽  
Online Questionnaire ◽  
Interactive Communication ◽  
High Level

The spread of social networks and the high level of penetration of digital content and mobile devices have created a society in which consumers expect constant communication from companies. In addition, communication on social media is often accompanied by the hope of being able to interact on an equal footing. In this way, companies hope that the use of social networks will not only increase sales, but also increase attention, brand page traffic, and customer loyalty. The purpose of this study was to provide the grounds for identifying the correlations between the interactive potential of social media based on dialogue-oriented communication and the quality of relationships with online customers. To achieve this goal, an online questionnaire was used in which 604 respondents from Romania participated (204 social media managers and 400 online customers). The results of the study showed that it is particularly important for companies to understand the role of interactive communication in social media and to thus build a bridge between the orientation of communication towards dialogue and relationships with online customers. It was found that the correct use of social networks could also support the achievement of public relation (PR) objectives. In addition, this study has implications for the development of customer-oriented online communication strategies by Romanian companies.

Digital Media and Social Network in the Training of Pre-Service Teachers

2017 ◽  
pp. 96-110 ◽  
Author(s):  
Tami Seifert
Keyword(s):  
Higher Education ◽  
Social Networks ◽  
Social Media ◽  
Social Network ◽  
Collaborative Learning ◽  
Digital Media ◽  
Teaching And Learning ◽  
Positive Attitude ◽  
Media Environments

The use of Web 2.0 environments and social media in teaching and learning facilitates the provision of participatory and creative, learner-oriented teaching. The proposed chapter describes the role of social media in teaching and learning in colleges of higher education and suggests possible uses and applications for a variety of social media environments in education, especially the environments of Facebook, Twitter, WhatsApp, and Instagram. Social networks facilitate activities that promote involvement, collaboration and engagement. Modeling of best practices using social networks enhances its usage by students, increases student confidence as to its implementation and creates a paradigm shift to a more personalized, participatory and collaborative learning and a more positive attitude towards its implementation.

The Role of Social Capital in Higher Education Institutions

2014 ◽  
pp. 119-147 ◽  
Author(s):  
Kijpokin Kasemsap
Keyword(s):  
Higher Education ◽  
Social Capital ◽  
Social Networks ◽  
Social Trust ◽  
Higher Education Institutions ◽  
Education Institution ◽  
Social Characteristics ◽  
Educational Goals ◽  
Institutional Trust

This chapter introduces the role of social capital in higher education institutions, thus explaining the concept of social capital, the dimension of social capital in higher education institutions (i.e., structural social capital and communication, relational social capital and social integration, and cognitive social capital and coordination), and the application of social capital in higher education institutions in terms of social networks, social norms, social trust, and institutional trust. Social networks, high institutional trust, social trust, and a tendency to comply with regulations are the important social characteristics that facilitate the application of environmental initiatives in higher education institutions. The enforcement of social capital will be accompanied by successful higher education institution initiatives combined with significant change in the culture of higher education institutions, thus leading to the achievement of sustainability in higher education institutions. Understanding the role of social capital will significantly enhance the educational performance and achieve educational goals in higher education institutions.

The Role of Social Capital in Higher Education Institutions

2017 ◽  
pp. 1576-1606
Author(s):  
Kijpokin Kasemsap
Keyword(s):  
Higher Education ◽  
Social Capital ◽  
Social Networks ◽  
Social Trust ◽  
Higher Education Institutions ◽  
Education Institution ◽  
Social Characteristics ◽  
Educational Goals ◽  
Institutional Trust

This chapter introduces the role of social capital in higher education institutions, thus explaining the concept of social capital, the dimension of social capital in higher education institutions (i.e., structural social capital and communication, relational social capital and social integration, and cognitive social capital and coordination), and the application of social capital in higher education institutions in terms of social networks, social norms, social trust, and institutional trust. Social networks, high institutional trust, social trust, and a tendency to comply with regulations are the important social characteristics that facilitate the application of environmental initiatives in higher education institutions. The enforcement of social capital will be accompanied by successful higher education institution initiatives combined with significant change in the culture of higher education institutions, thus leading to the achievement of sustainability in higher education institutions. Understanding the role of social capital will significantly enhance the educational performance and achieve educational goals in higher education institutions.

scholarly journals SOCIAL MEDIA AND HIGHER EDUCATION INSTITUTIONS: USING SOCIAL NETWORKS TO RECRUIT STUDENTS

2020 ◽  
pp. 91-99
Author(s):  
Tetiana Datsenko ◽  
Olha Vyhovska ◽  
Andrii Sinko
Keyword(s):  
Higher Education ◽  
Social Networks ◽  
Social Media ◽  
Higher Education Institutions ◽  
Education Institution ◽  
Higher Education Institution ◽  
Education Marketing ◽  
New Students ◽  
Use Of Social Media ◽  
Search For Information

The number of offers in higher education both in Ukraine and everywhere in the world is quite large, and accordingly the competition for new students is high. Higher education institutions (HEIs) in such conditions must know how to effectively present themselves to target audiences. New digital technologies and social media can help. Social media has become especially important during the quarantine restrictions associated with the COVID-19 pandemic. Universities have to use the Internet as their main source of communication, both for disseminating information and for recruiting new students. As a result, the use of social media in higher education is growing rapidly, and HEIs are making increasing efforts to establish their online presence. Higher education institutions try to establish contact with their potential students when they study in high school using various media platforms, including social networks and messengers. This article is devoted to the theoretical analysis and practical research of using social media, in particular social networks, by higher education institutions in Ukraine to recruit students and maintain two-way communication with them. The study has shown that most freshmen actively used social networks to search for information about a HEI and some of them maintained a dialogue with the university through these social networks before the admission. An important regularity has been defined: the more widely and qualitatively a higher education institution is presented in social networks, the more often entrants and students turn to them in search of the necessary information. However, social networks still remain an auxiliary tool, as the majority of Ukrainian entrants first of all trust the official websites and feedback of graduates when choosing a higher education institution. In any case, the higher education marketing is becoming increasingly digital and this trend doesn’t look to slow down anytime soon.

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