Abstract: |
The social media hype these days is omnipresent, encouraging even public institutions to participate. This
study seeks to reveal, which factors have to be kept in mind, when doing social media work at universities.
It also is an attempt to provide a list of recommendations and possible fields of action to ensure an efficient
presence in social web. Therefore we analyzed the present situation of university efforts and evaluated the
success by measuring user engagement concerning different aspects of social media activities (e.g. content,
publishing time, frequency of activities, existence of visual elements, additional links, etc.) The study
shows, that it seems less important how many times a week a university is publishing, or how long the text
messages are in detail, but that there is a significant relationship between the contents of a post, the time of
its publishing and the used elements, pointing out that users actively perceive and interact with social media
activities that encourage contact between both: the profile-owner with the community and the community
amongst itself - especially if made in a personal, emotional or funny way, offering people ways to identify
with the institution and to connect with it through well-known habits and traditions. |