The use of social media by higher education institutions

2020 ◽  
Vol 65 (2) ◽  
pp. 30-42
Author(s):  
Jacek Maślankowski ◽  
Łukasz Brzezicki
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Big Data ◽  
Competitive Advantage ◽  
Full Advantage ◽  
Higher Education Institutions ◽  
Marketing Activities ◽  
Use Of Social Media ◽  
Marketing Methods

Higher education institutions have been using, to an increasing extent, various marketing methods and tools, which are becoming a decisive factor in building their competitive advantage and achieving success. In order to initiate and maintain long-term relationships with their communities and to conduct other marketing activities, higher education institutions have been increasingly often using social media, which has enabled them to actively create their image. The aim of this study is to utilize big data methods and tools to measure the scale of the use of social media by the higher education sector. The research carried out in the first quarter of 2019 demonstrates that large higher education institutions, i.e. those with over 1696 students (according to the adopted classification), use social media to communicate current news to a larger extent than the smaller ones. A significantly smaller percentage of mediumsized higher education institutions (223-1695 students) and small ones (up to 222 students) have accounts in social media, thus failing to take full advantage of the potential of these media. Higher education institutions use social media mainly to promote events they organise.

scholarly journals Pemanfaatan Media Sosial Sebagai Komunikasi Kreatif Institusi Pendidikan Tinggi Indonesia di Masa Pandemi COVID-19

2021 ◽  
Vol 3 (3) ◽  
pp. 113-123
Author(s):  
Haris Suhendra
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Performance Metrics ◽  
Higher Education Institutions ◽  
Social Media Analytics ◽  
Time Period ◽  
New Students ◽  
Publishing Behavior ◽  
Use Of Social Media ◽  
One Year

The COVID-19 pandemic has forced higher education institutions to change the way they communicate so that the number of new students can continue to grow. The use of social media is a strategy for higher education institutions that must be carried out in building awareness and strong relationships with students and alumni to achieve this growth. Therefore, this study aims to look at the performance of social media during the COVID-19 pandemic by examining upload movement activities on social media. The focus of this research is using social media analytics through performance metrics Impressions, Audience Demographics & Growth, Publishing Behavior, Engagement. The object of this research is to study all activity uploads on Facebook, Instagram and Tiktok during the period July 1, 2020 to June 30, 2021. The frequency of uploads is collected per day and analyzed for one year. This study analyzes the content, frequency and time period of uploads on Facebook, Instagram and Tiktok. The results of this study show the performance of Social Media metrics on Instagram, Facebook and Tiktok by comparing the performance of the research period taken in this study with the previous one year period. Higher Education Institutions are advised to use Social Media as an effective creative communication channel to build the advantages of Higher Education Institutions and build relationships with the public during the COVID-19 pandemic.

scholarly journals Social media as a tool of knowledge sharing in academia: an empirical study using valance, instrumentality and expectancy (VIE) approach

2020 ◽  
Vol 24 (10) ◽  
pp. 2531-2552
Author(s):  
Sheshadri Chatterjee ◽  
Nripendra P. Rana ◽  
Yogesh K. Dwivedi
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Knowledge Sharing ◽  
Higher Education Institutions ◽  
Knowledge Exchange ◽  
Perceived Usefulness ◽  
Content Type ◽  
Factors Affecting ◽  
Indian Higher Education ◽  
Use Of Social Media

Purpose The purpose of this paper is to understand the factors that determine the knowledge exchange intention and behavioural nature of academics by the help of social media tools in the Indian higher education. Design/methodology/approach This study has used valance–instrumentality–expectancy (VIE) theory to determine the knowledge exchange behaviour of academics. The study has considered the effects of knowledge contributor (KC) and knowledge seeker (KS) as moderators. The model has been validated by using a survey with 320 usable respondents. Findings The results highlight that if the stakeholders of higher education institutions feel the deficits of knowledge exchange, they realize importance of knowledge sharing and use social media to increase effect of knowledge exchange. Besides, perceived usefulness impacts on the use of social media for knowledge exchange by the concerned stakeholders. Moreover, it is observed that experience of the use of social media impacts the use of this tool for knowledge exchange. Research limitations/implications The use and application of VIE theory have successfully been able to interpret the factors affecting use of social media for knowledge exchange in higher educational institutes. The use of VIE theory has also been able to explain the proposed model better as the model could achieve a high explanative power (87%). Practical implications This study has provided meaningful insights to the practitioners and policymakers to realize how the stakeholders of the higher education institutions in India can be motivated to feel the need of sharing of knowledge and how they can use social media with ease for this purpose. Originality/value Not much research has been conducted with regard to the usage of social media as a tool for knowledge sharing in higher education sector in India. In that sense, this study is a novel attempt to undertake such research.

The Use of Social Media in the Higher Education Institutions in Turkey

2015 ◽  
pp. 95-107 ◽  
Author(s):  
Ali Acılar
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Developing Countries ◽  
Young Adults ◽  
Web Sites ◽  
World Wide ◽  
Daily Life ◽  
Higher Education Institutions ◽  
Use Of Social Media ◽  
The Many

Social media has been widely adopted world-wide, especially by young generations, and has become an integral part of today's society. As a popular Web 2.0 application, social media has significantly affected our daily life; from communication to education, from entertainment to business life. With a large percentage of young adults using social media in daily life, social media has become present in nearly all aspects of the higher education, ranging from admission to education in the classroom. Despite the many benefits and advantages, while many universities actively use social media, some lag behind in adopting this technology, especially in developing countries. The main aim of this chapter is to investigate the presence of social media in Web sites of the higher education institutions in Istanbul and analyze how they use it.

The Use of Social Media as an Instructional Tool to Increase Marketing

2015 ◽  
Vol 5 (1) ◽  
pp. 50-59 ◽  
Author(s):  
Michael D. Richardson ◽  
Pamela A. Lemoine
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Higher Education Institutions ◽  
Instructional Tool ◽  
Technology Proficiency ◽  
Technological Revolution ◽  
Faculty Collaboration ◽  
The Past ◽  
Use Of Technology ◽  
Use Of Social Media

The technological revolution of the past two decades has changed communication in contemporary higher education settings. Consequently, there is now a wide gulf between the unlimited use of technology and higher education, particularly with respect to digital communications and the rapid increase in the use of social media in instructional applications. Technology offers college students an array of options to socialize, network, stay informed and connected, but technology proficiency may not be the same for instructors. As social media use by students becomes more established, educators in higher education are pursuing methods to parlay expertise in instruction to advertise and market higher education institutions. Can social media be used in higher education to improve learning through student and faculty collaboration, and just as importantly can the use of social media be used as a recruiting tool for 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.

Institutional Plagiarism Policy (Georgian higher education institutions’ case)

2018 ◽  
Vol 3 (2) ◽  
Author(s):  
Natela DOGHONADZE ◽  
Ekaterine PIPIA ◽  
Nikoloz PARJANADZE
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Literature Review ◽  
Foreign Language ◽  
Academic Writing ◽  
Higher Education Institutions ◽  
Survey Questionnaire ◽  
Existing Problems ◽  
Copyright Violation ◽  
University Policies

The article deals with various aspects of plagiarism: definition (discriminating it from cheating and copyright violation), types (intended / unintended), involved people, causes, prevention, detection and punishment of plagiarism. A survey (questionnaire containing 42 items to be assessed in a 5-point Likert scale and one open- ended item) was conducted in Georgia. The questionnaire developed based on the literature review was uploaded on social media in three variants (to analyze the results separately and compare them): for students, for researchers and for assessors. The obtained results revealed that the opinions of the three groups of respondents differed to a certain degree, but were quite similar, eventually. The survey disclosed the existing problems, such as: lack of academic writing (in the native and especially foreign language) and research skills, lack of training in avoiding plagiarism, insufficiently clear university policies in the area, the emphasis on punishment instead of prevention, etc. Based on the obtained results recommendations for universities are given concerning plagiarism policies. 

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