Hochschulkommunikation in Online-Medien und Social Media

Metag, Julia; Schäfer, Mike S.

doi:10.1007/978-3-658-22409-7_17

Cited by 14 publications

(14 citation statements)

References 60 publications

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“…Accordingly, studies from various countries have demonstrated the increased importance of HEIs' external communication (e.g., Davies, 2020;Elken et al, 2018;Entradas et al, 2020;Leßmöllmann et al, 2017;Schwetje et al, 2017). Indeed, central communication departments produce more output for various channels, including digital media and social media platforms, and have become more strategic in their communication over recent decades (Fürst et al, 2022a;Metag & Schäfer, 2019).…”

Section: Changes In Higher Education and Communicationmentioning

confidence: 99%

“…Social media platforms have become an integral part of the strategic communication of HEIs across the world. Platforms such as Facebook, Instagram, Twitter, and YouTube offer organizations a variety of advantages, including the bypassing of journalistic gatekeepers, low-cost dissemination of information, and the tailoring of paid and owned content to multiple stakeholder groups (Davies & Hara, 2017;Metag & Schäfer, 2019). Early studies, however, showed little adoption of social media among HEI communication departments, and when they employed social media, they rarely used it for two-way communication (Beverly, 2013;Linvill et al, 2012;McAllister, 2012).…”

Section: Strategic Communication Of Heis Onlinementioning

confidence: 99%

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

Sörensen

Fürst

Vogler

et al. 2023

MaC

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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 (<em>n</em> = 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.

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Section: Changes In Higher Education and Communicationmentioning

confidence: 99%

Section: Strategic Communication Of Heis Onlinementioning

confidence: 99%

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

Sörensen

Fürst

Vogler

et al. 2023

MaC

Self Cite

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“…This study is based on the analysis of communications posted on the official Facebook pages of 30 universities located in CEE countries. Facebook was chosen because it is a popular social media platform, and higher education institutions are increasingly using it for official communications with the student body ( Bachmann, 2020 ; Fähnrich et al, 2020 ; Metag & Schäfer, 2019 ). In addition, the frequency, timeliness and completeness of communication on this platform is higher than on other communication university platforms ( Zachos et al, 2018 ).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

R&D and innovation efforts during the COVID-19 pandemic: The role of universities

Bachmann

Frutos-Bencze²

2022

Journal of Innovation & Knowledge

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“…Parallel to relations with traditional media, the importance of online media is rising in organisational PR. All universities and research organisations use a website and further online channels, such as blogs, Facebook, Twitter and Instagram to address their stakeholders (Metag and Schäfer, 2019).…”

Section: The German Push In Science Communicationmentioning

confidence: 99%

Communicating Science: A Global Perspective

Gascoigne¹,

Schiele²,

Leach³

et al. 2020

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The Network for the Public Communication of Science and Technology (PCST), which allowed us to test concepts, recruit authors and launch the book to the international community of science communication researchers and practitioners.The 108 authors who wrote the 40 chapters. They were willing, responsive and cheerful in drafting, revising and re-drafting their chapters.Bernard Schiele for his exhaustive work in compiling and analysing the data from the timelines.

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Hochschulkommunikation in Online-Medien und Social Media

Cited by 14 publications

References 60 publications

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

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

R&D and innovation efforts during the COVID-19 pandemic: The role of universities

Communicating Science: A Global Perspective

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