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SocialUniversity:How Do
Universities Use Social Media?
An Empirical Survey of
Italian Academic Institutions
Fiorenza Oppic...
Thanks to:
• Juan Carlos De Martin – Ideation, supervision
• Claudio Artusio, Simone Basso, Giuseppe Futia, Raimondo
Iemma...
What is SocialUniversity?
oIt’s a research project of the Nexa Center for Internet &
Society (DAUIN) at Politecnico di Tor...
SocialUniversity research
questions
o How many universities are on Twitter and Facebook? Since
when?
o How many followers/...
5 of 31
o Are they open to comments?
o Do universities have accounts on social networking sites
other than Facebook and Tw...
Methodology
o We used SocialProxy from the Net7 startup based in
Pisa for collecting data, which we then processed with
ou...
Italian Universities
96 universities:
67 are state-run;
29 private (among
whose 11 are online and
18 are not).
Central Ita...
The students’ population
8 of 31
The professoral population
9 of 31
How many universties are
on Facebook?
o85 Facebook accounts of 81 universities,
o80 pages and 5 personal accounts
oAutomat...
Since when? (Facebook)
First established
account in the
sample:
Politecnico di Torino
(July 2008)
Latest account in the
sa...
How many universities are
on Twitter?
o79 accounts of 73 insitutes, making the 76% of
italian universities
oThe sample com...
First account
established in the
sample:
Università delle
Scienze
Gastronomiche
(May 2009)
Most recent:
UniTrento (April
2...
14 of
31
50%
11%
10%
7%
7%
15%
Account Management – Facebook
Communication Department
Counseling Department
Online Communi...
15 of
31
56%
10%
9%
5%
20%
Account Management - Twitter
Communication Department
Online Communication Department
Departmen...
How many followers?
How many «Like»?
o Absolute measurement: the amount of «Likes» or friends on Facebook and the
amount o...
Absolute and weighed ranking
-Facebook
Weighed ranking:
o3 Privately run online
universities
o2 Universities for
foreigner...
Absolute and weighed ranking
- Twitter
Weighed ranking:
o1 University for foreigners
o4 Superior graduate
schools (SISSA, ...
How often do they post?
1.4 average daily posts on Twitter (both original tweets and retweets)
1.8 average daily posts on ...
What do they share?
oNews on campus life and events
oReminders about deadlines, taxes and competitive exams
oCurrent news ...
Do they answer to inquiries?
On Twitter:
oAn ad hoc API Query run on October 27, 2013 found that in
average 2% of tweets a...
22 dof
31
23 of
31
35%
46%
12%
7%
Percentageofaccounts
Openness level of Facebook Accounts
High (4 features)
Medium - High (3 featur...
Do they automatically link
Twitter-Facebook?
Just few universities have this approach:
LUM – Libera Università Jean Monnet...
25 of
31
Are agencies on Facebook
and Twitter?
MIUR (Italian ministry for Education and Research) is
on Facebook (MIUR Social) and ...
A small sample of tech schools:
oTech schools from abroad: Swiss Federal Institute of Technology in
Lausanne (EPFL), Swiss...
oUniversities in the sample post 0.5 messages per day on Facebook and
1.4 messages per day Twitter
oThe Swiss Federal Scho...
International comparison
29 of
31
International
Students’
Rate (%) Twitter accounts Tweets in
EPFL - Lausanne 40% 3 French...
Comparison with
governmental agencies
Compared to italian governmental local agencies italian universities:
• Are more rec...
31 of
31
Contacts
mailto : fiorenza.oppici@studenti.polito.it
SocialUniversity repository at GitHub:
https://github.com/fi...
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SocialUniversity:How Do Universities Use Social Media? An Empirical Survey of Italian Academic Institutions

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Transcript of "SocialUniversity:How Do Universities Use Social Media? An Empirical Survey of Italian Academic Institutions"

  1. 1. SocialUniversity:How Do Universities Use Social Media? An Empirical Survey of Italian Academic Institutions Fiorenza Oppici, Simone Basso, Juan Carlos De Martin CeDEM Conference for eDemocracy and Open Government, Krems May 22, 2014
  2. 2. Thanks to: • Juan Carlos De Martin – Ideation, supervision • Claudio Artusio, Simone Basso, Giuseppe Futia, Raimondo Iemma, Federico Morando – research planning, supervision and editing • Giovanni Arata – Support and advice • Net7 – for providing free access to data collection tools The paper discussed in this presentation was drafted in the context of the Network of Excellence on Internet Science EINS (GA n°288021), and, in particular, in relation with the case studies concerning Virtual Communities (JRA6). The authors acknowledge the support of the European Commission and are grateful to the network members for their support.
  3. 3. What is SocialUniversity? oIt’s a research project of the Nexa Center for Internet & Society (DAUIN) at Politecnico di Torino oIt aims to inspect the behavior of italian universities on social networking sites oIt’s the first research which widely discusses the field of academic social media usage in the italian context. 3 of 31
  4. 4. SocialUniversity research questions o How many universities are on Twitter and Facebook? Since when? o How many followers/likes do they have? o Who manages the accounts? o What are they sharing and how often? o Do universities answer to inquiries posted on their social networking accounts? 4 of 31
  5. 5. 5 of 31 o Are they open to comments? o Do universities have accounts on social networking sites other than Facebook and Twitter? o Are deans and italian educational agencies on Facebook and Twitter ? o Which is the performance of the italian tech schools compared to the european ones? SocialUniversity research questions
  6. 6. Methodology o We used SocialProxy from the Net7 startup based in Pisa for collecting data, which we then processed with our custom Java code (approx. 700 code lines); oad-hoc API queries (approx. 300 code lines in Java); oe-mail surveys; omanual data collection directly from the social networking sites’ interfaces. 6 of 31
  7. 7. Italian Universities 96 universities: 67 are state-run; 29 private (among whose 11 are online and 18 are not). Central Italy only has the 42% of italian universities. 7 of 31
  8. 8. The students’ population 8 of 31
  9. 9. The professoral population 9 of 31
  10. 10. How many universties are on Facebook? o85 Facebook accounts of 81 universities, o80 pages and 5 personal accounts oAutomatically generated page aren’t included in the sample oThe sample holds general purpose and student consulting accounts. 10 of 31
  11. 11. Since when? (Facebook) First established account in the sample: Politecnico di Torino (July 2008) Latest account in the sample: Università del Sannio di Benevento (July 2013). 3 10 13 30 19 10 2008 2009 2010 2011 2012 2013 0 5 10 15 20 25 30 35 Year of establishment Newaccounts New accounts per year (Facebook) 10 of 31
  12. 12. How many universities are on Twitter? o79 accounts of 73 insitutes, making the 76% of italian universities oThe sample comprehends general purpose accounts and special relevant cases oSome accounts have just one or zero tweets 11 of 30
  13. 13. First account established in the sample: Università delle Scienze Gastronomiche (May 2009) Most recent: UniTrento (April 2013) Since when? (Twitter) 9 25 20 20 5 2009 2010 2011 2012 2013 0 5 10 15 20 25 30 Year of establishment Newaccounts New accounts per year (Twitter) 13 of 31
  14. 14. 14 of 31 50% 11% 10% 7% 7% 15% Account Management – Facebook Communication Department Counseling Department Online Communication Department Department for communication on Social Networks Pr Department Other
  15. 15. 15 of 31 56% 10% 9% 5% 20% Account Management - Twitter Communication Department Online Communication Department Department for Communication on Social Networking sites Counseling Department Other
  16. 16. How many followers? How many «Like»? o Absolute measurement: the amount of «Likes» or friends on Facebook and the amount of followers on Twitter. o Weighed measurement has been computed relatively to the expected population of universities on social networking platforms according to the following: Expected population = (s ∙ Us) + (p ∙ Up) s = amount of students p = amount of professors Us = rate of students with an account (on Twitter or on Facebook) Up = rate of professor with an account (on Twitter or on Facebook) The weighed measurement is based on Censis’ 2012 reports of social media penetration in different age brackets, not taking in account socio-economical informations, thus the measurement is probably downwardly extimated. 16 of 31
  17. 17. Absolute and weighed ranking -Facebook Weighed ranking: o3 Privately run online universities o2 Universities for foreigners o3 Superior Graduate Schools (Normale, SSUP and IMT) 17 of 31 Absolute ranking: o2 Tech schools(PoliTo, PoliMi) o9 large universities (>10,000 students) o7 on 10 are state-run universities As of September 30°, 2013
  18. 18. Absolute and weighed ranking - Twitter Weighed ranking: o1 University for foreigners o4 Superior graduate schools (SISSA, IMT Lucca, Normale, SSUP) o5 Privately run universities oMostly small institutes 18 of 31 Absolute ranking: o Not surprisingly, all are large institutes (> 10,000 students) o 8 of ten are state-run universities As of September 30°, 2013:
  19. 19. How often do they post? 1.4 average daily posts on Twitter (both original tweets and retweets) 1.8 average daily posts on Facebook 1.1 average daily posts on Facebook are written by universities (only 43% allows comments on their walls) The majority of accounts posts messages less than once daily: 61% on Twitter and 67% on Facebook. 19 of 31 Posts from June 20 to September 30, 2013
  20. 20. What do they share? oNews on campus life and events oReminders about deadlines, taxes and competitive exams oCurrent news regarding science, literature and research oChanges and new courses in the curriculum oAccounts of new book acquisitions (v. @OAPoliTorino) oSocial media-based ad campaigns (v. Università di Macerata) 20 of 31
  21. 21. Do they answer to inquiries? On Twitter: oAn ad hoc API Query run on October 27, 2013 found that in average 2% of tweets are response tweets. oNearly half of the accounts never posted a response tweet. OnFacebook: oManual search started on October 25, 2013: oJust 5 accounts with the higher percentage of post from other users oThe answering rate was computed on the 10 last questions for every account. 21 of 31
  22. 22. 22 dof 31
  23. 23. 23 of 31 35% 46% 12% 7% Percentageofaccounts Openness level of Facebook Accounts High (4 features) Medium - High (3 features) Medium (2 features) Low (1 feature)
  24. 24. Do they automatically link Twitter-Facebook? Just few universities have this approach: LUM – Libera Università Jean Monnet @UniLUM – LUM – Libera Università Mediterranea Università della Val d’Aosta @univda - Università della Valle d'Aosta - Université de la Vallée d'Aoste IUAV Venezia @iuav - Università Iuav di Venezia 24 of 31
  25. 25. 25 of 31
  26. 26. Are agencies on Facebook and Twitter? MIUR (Italian ministry for Education and Research) is on Facebook (MIUR Social) and Twitter (@MiurSocial) Italian deans: averagely they are 61 years old, 16% of them have a Twitter account and 24% are on Facebook. 26 of 31
  27. 27. A small sample of tech schools: oTech schools from abroad: Swiss Federal Institute of Technology in Lausanne (EPFL), Swiss Federal Institute of Technology in Lausanne(ETHZ), Technical University of Munich (TUM), and from Italy: Politecnico di Milano. Aim: oinspect beyond the italian frame ocompare the Politecnico di Torino media strategy to those of other comparable european technical universities. International comparison 27 of 30
  28. 28. oUniversities in the sample post 0.5 messages per day on Facebook and 1.4 messages per day Twitter oThe Swiss Federal School in Lausanne (EPFL) is the most popular account of the sample both onFacebook (2.3 like/expected population) and on Twitter (1.8 followers/ like/expected population) o95% of posts on the Politecnico di Torino Facebook wall are from other users, making it the Facebook page with more posts from other users o Politecnico di Torino responding rate was just of 2% while the average is 55% – the answers were asked via private messaging in a period stretching from mid September to mid October. oForeign universities use Twitter mainly for promoting their research results; the italian ones use it for posting notices and reminders. International comparison 28 of 31
  29. 29. International comparison 29 of 31 International Students’ Rate (%) Twitter accounts Tweets in EPFL - Lausanne 40% 3 French, english ETH - Zurich 29% 2 English, german TUM - Munich 18% 1 German Politecnico di Torino 15% 1 Italian, english Politecnico di Milano 9% 2 Italian, chinese, english Rate of international students(%) and multilingual Twitter accounts
  30. 30. Comparison with governmental agencies Compared to italian governmental local agencies italian universities: • Are more recognizable as such: (for instance, they use their logo as the profile image, they provide a description and links to their official webpages) • Are more context and platform-aware (less institutes have personal profiles on Facebook, and on Twitter they know and use hashtags and mentions) • They use media contents as a tool for engagement • According to the users, they are faster in problem solving and answering to inquiries than they are in the main channels. 30 of 31
  31. 31. 31 of 31 Contacts mailto : fiorenza.oppici@studenti.polito.it SocialUniversity repository at GitHub: https://github.com/fiorenzaoppici/socialuniversity

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