P e r s o n alisi n g Twit t e r c o m m u ni c a tio n : a n e v al u a tio n of 'ro t a tio n-c u r a tio n' fo r e n h a n ci n g s o ci al m e di a e n g a g e m e n t wi t hi n hi g h e r e d u c a tio n Co n di e, J.M, Ayod el e, I, C h o w d h u ry, S, Po w e, S a n d C oo p er, AM h t t p:// dx. d oi.o r g/ 1 0. 1 0 8 0/ 0 8 8 4 1 2 4 1. 2 0 1 8. 1 4 5 3 9 1 0 Ti t l e P e r s o n alisi n g Twit t e r c o m m u ni c a tio n : a n e v al u a tio n of 'rot a tio n-c u r a tio n' for e n h a n ci n g s o ci al m e di a e n g a g e m e n t wi t hi n hi g h e r e d u c a tio n A u t h o r s Co n di e, J.M, Ayod el e, I, C h o w d h u ry, S, Po w e, S a n d Coo p er, AM Typ e Articl e U RL This ve r sio n is a v ail a bl e a t : h t t p:// u sir.s alfo r d. a c. u k/id/ e p ri n t/ 4 6 3 2 0/ P u b l i s h e d D a t e 2 0 1 8 U SIR is a di git al c oll e c tio n of t h e r e s e a r c h o u t p u t of t h e U niv e r si ty of S alfo r d. W h e r e c o py ri g h t p e r mi t s, full t e x t m a t e ri al h el d in t h e r e p o si to ry is m a d e fr e ely a v ail a bl e o nli n e a n d c a n b e r e a d , d o w nlo a d e d a n d c o pi e d fo r n o nc o m m e r ci al p riv a t e s t u dy o r r e s e a r c h p u r p o s e s . Pl e a s e c h e c k t h e m a n u s c ri p t fo r a n y fu r t h e r c o py ri g h t r e s t ri c tio n s. Fo r m o r e info r m a tio n, in cl u di n g o u r p olicy a n d s u b mi s sio n p r o c e d u r e , pl e a s e c o n t a c t t h e R e p o si to ry Te a m a t: u si r@ s alfo r d. a c. u k . AbstractSocial 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 computerassisted and manual techniques to generate a quantitative content analysis. The interactions received (e.g. retweets and favourites) 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.