ERIC Number: EJ1195747
Record Type: Journal
Publication Date: 2018
Pages: 18
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-0884-1241
EISSN: N/A
Personalizing Twitter Communication: An Evaluation of 'Rotation-Curation' for Enhancing Social Media Engagement within Higher Education
Marie Condie, Jenna; Ayodele, Ivett; Chowdhury, Sabirah; Powe, Shelley; Cooper, Anna Mary
Journal of Marketing for Higher Education, v28 n2 p192-209 2018
Social media content generated by learning communities within universities is serving both pedagogical and marketing purposes. There is currently a dearth of literature related to social media use at the departmental level within Higher Education Institutions (HEIs). This study explores the multi-voiced interactions of a UK Psychology department's 'rotation curation' approach to using Twitter. An in-depth analysis of a corpus of 4342 tweets by 58 curators (14 staff, 41 students, and 3 guest curators) was carried out using a combination of computer-assisted and manual techniques to generate a quantitative content analysis. The interactions received (e.g. retweets and favorites) and type of content posted (e.g. original tweets, retweets and replies) varied by curator type. Student curators were more likely to gain interactions from other students in comparison to staff. This paper discusses the benefits and potential limitations of a multi-voiced 'rotation curation' approach to social media management.
Descriptors: Social Media, Communities of Practice, Psychology, Computational Linguistics, College Students, College Faculty, Foreign Countries, Content Analysis, Computer Mediated Communication, Peer Relationship, Teacher Student Relationship, Marketing
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Publication Type: Journal Articles; Reports - Research; Information Analyses
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: United Kingdom
Grant or Contract Numbers: N/A