Adi & Hobby_2013_Social Media in Higher Education

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Evaluation of social media tools used for public relations monitoring and outread - 1st Corporate and Marketing Communication in Asia Conference - Bangkok, Thailand

Evaluation of social media tools used for public relations monitoring and outread - 1st Corporate and Marketing Communication in Asia Conference - Bangkok, Thailand

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  • 1. + Social Media Monitoring in Higher Education: 1st International Corporate and Marketing Communication in Asia Conference Bangkok, Thailand 1819 Nov, 2013 A case study of corporate marketing communications of Bournemouth University and its outreach to Asia Ana Adi & Nathaniel Hobby
  • 2. + Context
  • 3. + Context  Increased competition in higher education both nationally and internationally  Bournemouth University’s Marketing and Communications Department review of its social media monitoring tools
  • 4. + 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)
  • 5. + 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
  • 6. + Methodology • Social media analysis • Register multiple accounts • Keywords search • Directly engage with audience • Social media management and measurement dashboard • Set up multiple accounts • Keywords search • Directly engage with audience • Traditional media monitoring tool • Social media monitoring option • Analyse and chart searches
  • 7. + Data collection Boolean searches Some country specific terms Misspellings
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  • 11. + 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.
  • 12. + Results and discussion Meltwater Buzz provided the most results and the most results (152) and most nuanced analysis
  • 13. + 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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  • 17. + 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)
  • 18. + Implications  Access  Resources (human, financial, technical)  Languages  Strategy
  • 19. + 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
  • 20. + Thank you! @ana_adi @nathanielhobby