Adi & Hobby_2013_Social Media in Higher Education
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+ Social Media Monitoring in Higher Education: A case study of corporate marketing communications of Bournemouth University and its outreach to Asia Ana Adi & Nathaniel Hobby 1 st International Corporate and Marketing Communication in Asia Conference Bangkok, Thailand 18-19 Nov, 2013
description
Evaluation of social media tools used for public relations monitoring and outread - 1st Corporate and Marketing Communication in Asia Conference - Bangkok, Thailand
Transcript of Adi & Hobby_2013_Social Media in Higher Education
+Social Media Monitoring in Higher Education:
A case study of corporate marketing communications of Bournemouth University and its outreach to Asia Ana Adi &
Nathaniel Hobby
1st International Corporate and
Marketing Communication in
Asia Conference
Bangkok, Thailand 18-19 Nov, 2013
+Context
+Context
Increased competition in higher education both nationally and internationally
Bournemouth University’s Marketing and Communications Department review of its social media monitoring tools
+Literature review
Marketisation of higher education Enrollment After 1990s a more nuanced, strategic approach influenced by tactics
drawn from advertising, public relations, fundraising and recruiting Social media/Internet studies are related to information
sharing/awareness
Monitoring and measurement of social media marketing communications Benefits of digital media; interactivity, intelligence, individualization
and integration that are highly praised benefits (Chafee et al, 2009) Challenge: including manage costs, enhancing productivity and finding
the tools that could support their work by providing insight into the big amount of data shared daily online (Kaplan and Haenlein, 2011)
+Methodology
Listening campaigns
One month
Exploratory
Observe and discuss differences in search, reach and engagement as resulting from the social media conversations captured by the tools
+Methodology
• Social media analysis
• Register multiple accounts
• Keywords search• Directly engage
with audience
• Traditional media monitoring tool
• Social media monitoring option
• Analyse and chart searches
• Social media management and measurement dashboard
• Set up multiple accounts
• Keywords search• Directly engage
with audience
+ Data collection
Boolean searchesSome country specific terms Misspellings
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+Analysis criteria
the depth of the search function (the ability of the platform to find posts based on entered keywords),
the type of analysis tools provided (visualisations, charts, extraction, sentiment)
the platform’s features (multi-user and multi-account management)
the existence or absence of data export features.
+Results and discussion
Meltwater Buzz provided the most results and the most results (152) and most nuanced analysis
+Results and discussion
Meltwater also mined more platforms for content providing thus an opportunity for wider search results Identify trends and audience interests (i.e. scholarships) Influencers (@beasiswaindo and @ScholarshipsUK)
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+Results and discussion
Hootsuite and Vocus yielded no social media results (part due to the lack features such as backdated search, archival options, keyword search restrictions)
None of the platforms searched country-specific social media networks (i.e. Ren Ren or Sina Weibo)
+Implications
Access
Resources (human, financial, technical)
Languages
Strategy
+Social media strategy for HEIs
Social media part of a wider strategy but needs its own goals and objectives in line with wider organizational goals
Target audience research is essential
Social media needs monitoring on a daily basis (trends research and monitoring, content planning human resources implications)
Financial implications
Cultural implications and considerations
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Thank you!
@ana_adi
@nathanielhobby
