Personalizing twitter communication: an evaluation of ‘rotation-curation’ for enhancing social media engagement within higher education

Abstract

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.

Online university education is the new normal: but is face-to-face better?

“…More recent studies have tended to explore the factors associated with developing and delivering a student-centred curriculum that may be associated with optimal learning outcomes, irrespective of the primary teaching mode used. Educators are using digital technologies and new social media platforms to reconceptualise and reconstitute teacherstudent relationships and extend learning conversations beyond the traditional classroom (Condie et al, 2018;Graham, 2014). Positioning higher education students as "colleagues in training" (Condie et al, 2018, p. 14) and "students as producers" (Hynes, 2018) is more possible with the affordances of the "participatory web" (Costa, 2014) and within open digital educational practices (Cronin, 2017).…”

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“…These approaches, such as corporate voice, can result in self-censorship among individuals (Madsen and Verhoeven, 2016). Multi-vocal approaches tend to be more relational, and usually relate to diverse voices and informal communication activities such as creating and exchanging content (Kaplan and Haenlein, 2010; Marie Condie et al. , 2018).…”

“…These approaches, such as corporate voice, Proposing a vocality continuum can result in self-censorship among individuals (Madsen and Verhoeven, 2016). Multi-vocal approaches tend to be more relational, and usually relate to diverse voices and informal communication activities such as creating and exchanging content (Kaplan and Haenlein, 2010;Marie Condie et al, 2018). These approaches tend to result in self-expression that can be enriching for individuals (Dawson and Brunner, 2020;Sandham and Fuller, 2018).…”

Social Media Impact on University Reputation and Enrollment

“…Through the development of Web 2.0, which modifies conventional modes of communication and makes effective and efficient intra-and inter-organizational communications possible through websites, online platforms like Facebook pages, Twitter, LinkedIn, and blogs, the current era has brought about a new shift in these modes (Marie Condie et al, 2018;Peruta & Shields, 2017). Students participate in decision-making using various social media platforms, such as Facebook, Instagram, and YouTube channels, based on details about admissions policies, university reputations, and other academic activities (Shields & Peruta, 2019).…”