SlideShare a Scribd company logo
1 of 20
+
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
+

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

• 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
+

Data
collection
Boolean searches
Some country specific terms
Misspellings
+
+
+
+

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)
+
+
+
+

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
+

Thank you!
@ana_adi
@nathanielhobby

More Related Content

What's hot

Presentation e. constantinides in ut seminar hey tweet face the hyve
Presentation e. constantinides in ut seminar hey tweet face the hyvePresentation e. constantinides in ut seminar hey tweet face the hyve
Presentation e. constantinides in ut seminar hey tweet face the hyveEfthymios Constantinides
 
UCLA X469.21 Fall '17 - WEEK 4
UCLA X469.21 Fall '17 - WEEK 4UCLA X469.21 Fall '17 - WEEK 4
UCLA X469.21 Fall '17 - WEEK 4SocialMediaUCLA
 
Social Media in a Corporate Context 2010 - Leesa Fogarty, Augure
Social Media in a Corporate Context 2010 - Leesa Fogarty, AugureSocial Media in a Corporate Context 2010 - Leesa Fogarty, Augure
Social Media in a Corporate Context 2010 - Leesa Fogarty, AugureCommunicate Magazine
 
Marketing Library Services
Marketing Library ServicesMarketing Library Services
Marketing Library ServicesLori Reed
 
Developing A Comprehensive Online Communications Strategy
Developing A Comprehensive Online Communications StrategyDeveloping A Comprehensive Online Communications Strategy
Developing A Comprehensive Online Communications Strategymichael_may
 
Ashley N. Johnson Professional Resume
Ashley N. Johnson Professional ResumeAshley N. Johnson Professional Resume
Ashley N. Johnson Professional ResumeAshley Johnson
 
Digital Communications Strategy
Digital Communications StrategyDigital Communications Strategy
Digital Communications StrategyBeverly Barker
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media MarketingArham Haryadi
 
Building b2b Social Media Strategy: Vision, Tactics, Power of Results
Building b2b Social Media Strategy: Vision, Tactics,  Power of ResultsBuilding b2b Social Media Strategy: Vision, Tactics,  Power of Results
Building b2b Social Media Strategy: Vision, Tactics, Power of ResultsEkatB2B
 
Matthew Knell Resume
Matthew Knell ResumeMatthew Knell Resume
Matthew Knell ResumeMatthew Knell
 
ScholarMate - A Research Social Media Marketing Platform
ScholarMate - A Research Social Media Marketing PlatformScholarMate - A Research Social Media Marketing Platform
ScholarMate - A Research Social Media Marketing PlatformJing Wang
 
Learning project for content marketing - Spring 2016
Learning project for content marketing - Spring 2016Learning project for content marketing - Spring 2016
Learning project for content marketing - Spring 2016Tuija Marstio
 
SoMazi - Property industry educational package - Part 1
SoMazi - Property industry educational package - Part 1SoMazi - Property industry educational package - Part 1
SoMazi - Property industry educational package - Part 1SoMazi
 
Email marketing and social media.
Email marketing and social media.Email marketing and social media.
Email marketing and social media.Simon Braxton
 
New media and Marketing - Clay Schossow (4.20.10)
New media and Marketing - Clay Schossow (4.20.10)New media and Marketing - Clay Schossow (4.20.10)
New media and Marketing - Clay Schossow (4.20.10)newmediaclay
 
Online Communication Strategy in Business
Online Communication Strategy in Business Online Communication Strategy in Business
Online Communication Strategy in Business CRISTINA DOMENE BEVIÁ
 

What's hot (20)

ETEC Presentation
ETEC PresentationETEC Presentation
ETEC Presentation
 
Presentation e. constantinides in ut seminar hey tweet face the hyve
Presentation e. constantinides in ut seminar hey tweet face the hyvePresentation e. constantinides in ut seminar hey tweet face the hyve
Presentation e. constantinides in ut seminar hey tweet face the hyve
 
UCLA X469.21 Fall '17 - WEEK 4
UCLA X469.21 Fall '17 - WEEK 4UCLA X469.21 Fall '17 - WEEK 4
UCLA X469.21 Fall '17 - WEEK 4
 
Social Media in a Corporate Context 2010 - Leesa Fogarty, Augure
Social Media in a Corporate Context 2010 - Leesa Fogarty, AugureSocial Media in a Corporate Context 2010 - Leesa Fogarty, Augure
Social Media in a Corporate Context 2010 - Leesa Fogarty, Augure
 
SMICC Manchester
SMICC ManchesterSMICC Manchester
SMICC Manchester
 
Marketing Library Services
Marketing Library ServicesMarketing Library Services
Marketing Library Services
 
Developing A Comprehensive Online Communications Strategy
Developing A Comprehensive Online Communications StrategyDeveloping A Comprehensive Online Communications Strategy
Developing A Comprehensive Online Communications Strategy
 
Ashley N. Johnson Professional Resume
Ashley N. Johnson Professional ResumeAshley N. Johnson Professional Resume
Ashley N. Johnson Professional Resume
 
Digital Communications Strategy
Digital Communications StrategyDigital Communications Strategy
Digital Communications Strategy
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media Marketing
 
Building b2b Social Media Strategy: Vision, Tactics, Power of Results
Building b2b Social Media Strategy: Vision, Tactics,  Power of ResultsBuilding b2b Social Media Strategy: Vision, Tactics,  Power of Results
Building b2b Social Media Strategy: Vision, Tactics, Power of Results
 
Matthew Knell Resume
Matthew Knell ResumeMatthew Knell Resume
Matthew Knell Resume
 
ScholarMate - A Research Social Media Marketing Platform
ScholarMate - A Research Social Media Marketing PlatformScholarMate - A Research Social Media Marketing Platform
ScholarMate - A Research Social Media Marketing Platform
 
Learning project for content marketing - Spring 2016
Learning project for content marketing - Spring 2016Learning project for content marketing - Spring 2016
Learning project for content marketing - Spring 2016
 
SoMazi - Property industry educational package - Part 1
SoMazi - Property industry educational package - Part 1SoMazi - Property industry educational package - Part 1
SoMazi - Property industry educational package - Part 1
 
Email marketing and social media.
Email marketing and social media.Email marketing and social media.
Email marketing and social media.
 
Cyber marketing (twitter)
Cyber marketing (twitter)Cyber marketing (twitter)
Cyber marketing (twitter)
 
Social media marketing
Social media marketingSocial media marketing
Social media marketing
 
New media and Marketing - Clay Schossow (4.20.10)
New media and Marketing - Clay Schossow (4.20.10)New media and Marketing - Clay Schossow (4.20.10)
New media and Marketing - Clay Schossow (4.20.10)
 
Online Communication Strategy in Business
Online Communication Strategy in Business Online Communication Strategy in Business
Online Communication Strategy in Business
 

Similar to Adi & Hobby_2013_Social Media in Higher Education

Webinar: Building a Case for Social Media
Webinar: Building a Case for Social MediaWebinar: Building a Case for Social Media
Webinar: Building a Case for Social MediaHHS Digital
 
Building A Business Case For Social Media 0824-2011
Building A Business Case For Social Media 0824-2011Building A Business Case For Social Media 0824-2011
Building A Business Case For Social Media 0824-2011jonathanhcho
 
Researching Social Media – Big Data and Social Media Analysis
Researching Social Media – Big Data and Social Media AnalysisResearching Social Media – Big Data and Social Media Analysis
Researching Social Media – Big Data and Social Media AnalysisFarida Vis
 
StudentSoundsystem-Digital Marketing
StudentSoundsystem-Digital MarketingStudentSoundsystem-Digital Marketing
StudentSoundsystem-Digital MarketingStudentSoundsystem
 
2019 BEA Ignite: Miao Guo
2019 BEA Ignite: Miao Guo2019 BEA Ignite: Miao Guo
2019 BEA Ignite: Miao GuoMichael Bruce
 
20130617, dublin, crossover, mgonzalez v4
20130617, dublin, crossover, mgonzalez v420130617, dublin, crossover, mgonzalez v4
20130617, dublin, crossover, mgonzalez v4gonzamg
 
Impact of social media in digital marketing
Impact of social media in digital marketingImpact of social media in digital marketing
Impact of social media in digital marketingDr. C.V. Suresh Babu
 
Social Media101 For City Feb16 2010
Social Media101 For City Feb16 2010Social Media101 For City Feb16 2010
Social Media101 For City Feb16 2010Jas Darrah
 
Social Media Snapshot Audit
Social Media Snapshot AuditSocial Media Snapshot Audit
Social Media Snapshot AuditDaniel McKean
 
Basics of Social Media Monitoring
Basics of Social Media MonitoringBasics of Social Media Monitoring
Basics of Social Media MonitoringJohn Cuaycong
 
15.06.05 Using web and social media metrics to measure success and drive digi...
15.06.05 Using web and social media metrics to measure success and drive digi...15.06.05 Using web and social media metrics to measure success and drive digi...
15.06.05 Using web and social media metrics to measure success and drive digi...kevin_donovan
 
Chicago Community Trust Grantees Training on Social Media Planning
Chicago Community Trust Grantees Training on Social Media PlanningChicago Community Trust Grantees Training on Social Media Planning
Chicago Community Trust Grantees Training on Social Media PlanningDemetrio Maguigad
 
Session 3: Nicholas Standage (PAU) - Managing and measuring your social media...
Session 3: Nicholas Standage (PAU) - Managing and measuring your social media...Session 3: Nicholas Standage (PAU) - Managing and measuring your social media...
Session 3: Nicholas Standage (PAU) - Managing and measuring your social media...Web2LLP
 
Social.Media.Primer.Presentation.Upload
Social.Media.Primer.Presentation.UploadSocial.Media.Primer.Presentation.Upload
Social.Media.Primer.Presentation.Uploadcparente88
 
Serve2 Bonner Conf Call2
Serve2 Bonner Conf Call2Serve2 Bonner Conf Call2
Serve2 Bonner Conf Call2akiesa
 
Social media presentation for fcn 3-6-14 jao
Social media presentation for fcn   3-6-14 jaoSocial media presentation for fcn   3-6-14 jao
Social media presentation for fcn 3-6-14 jaoJessica Orquina
 
STC 2010 Strategies for the Social Web for Documentation
STC 2010 Strategies for the Social Web for DocumentationSTC 2010 Strategies for the Social Web for Documentation
STC 2010 Strategies for the Social Web for DocumentationAnne Gentle
 
Influence Of Social Media Marketing Essay
Influence Of Social Media Marketing EssayInfluence Of Social Media Marketing Essay
Influence Of Social Media Marketing EssayFelicia Barker
 

Similar to Adi & Hobby_2013_Social Media in Higher Education (20)

Webinar: Building a Case for Social Media
Webinar: Building a Case for Social MediaWebinar: Building a Case for Social Media
Webinar: Building a Case for Social Media
 
Building A Business Case For Social Media 0824-2011
Building A Business Case For Social Media 0824-2011Building A Business Case For Social Media 0824-2011
Building A Business Case For Social Media 0824-2011
 
Researching Social Media – Big Data and Social Media Analysis
Researching Social Media – Big Data and Social Media AnalysisResearching Social Media – Big Data and Social Media Analysis
Researching Social Media – Big Data and Social Media Analysis
 
StudentSoundsystem-Digital Marketing
StudentSoundsystem-Digital MarketingStudentSoundsystem-Digital Marketing
StudentSoundsystem-Digital Marketing
 
2019 BEA Ignite: Miao Guo
2019 BEA Ignite: Miao Guo2019 BEA Ignite: Miao Guo
2019 BEA Ignite: Miao Guo
 
20130617, dublin, crossover, mgonzalez v4
20130617, dublin, crossover, mgonzalez v420130617, dublin, crossover, mgonzalez v4
20130617, dublin, crossover, mgonzalez v4
 
Impact of social media in digital marketing
Impact of social media in digital marketingImpact of social media in digital marketing
Impact of social media in digital marketing
 
Social Media101 For City Feb16 2010
Social Media101 For City Feb16 2010Social Media101 For City Feb16 2010
Social Media101 For City Feb16 2010
 
UCD-Social-Media-Workshop-Feb2011
UCD-Social-Media-Workshop-Feb2011UCD-Social-Media-Workshop-Feb2011
UCD-Social-Media-Workshop-Feb2011
 
Social Media Snapshot Audit
Social Media Snapshot AuditSocial Media Snapshot Audit
Social Media Snapshot Audit
 
Basics of Social Media Monitoring
Basics of Social Media MonitoringBasics of Social Media Monitoring
Basics of Social Media Monitoring
 
15.06.05 Using web and social media metrics to measure success and drive digi...
15.06.05 Using web and social media metrics to measure success and drive digi...15.06.05 Using web and social media metrics to measure success and drive digi...
15.06.05 Using web and social media metrics to measure success and drive digi...
 
Chicago Community Trust Grantees Training on Social Media Planning
Chicago Community Trust Grantees Training on Social Media PlanningChicago Community Trust Grantees Training on Social Media Planning
Chicago Community Trust Grantees Training on Social Media Planning
 
Session 3: Nicholas Standage (PAU) - Managing and measuring your social media...
Session 3: Nicholas Standage (PAU) - Managing and measuring your social media...Session 3: Nicholas Standage (PAU) - Managing and measuring your social media...
Session 3: Nicholas Standage (PAU) - Managing and measuring your social media...
 
Social.Media.Primer.Presentation.Upload
Social.Media.Primer.Presentation.UploadSocial.Media.Primer.Presentation.Upload
Social.Media.Primer.Presentation.Upload
 
MARKETING.pptx
MARKETING.pptxMARKETING.pptx
MARKETING.pptx
 
Serve2 Bonner Conf Call2
Serve2 Bonner Conf Call2Serve2 Bonner Conf Call2
Serve2 Bonner Conf Call2
 
Social media presentation for fcn 3-6-14 jao
Social media presentation for fcn   3-6-14 jaoSocial media presentation for fcn   3-6-14 jao
Social media presentation for fcn 3-6-14 jao
 
STC 2010 Strategies for the Social Web for Documentation
STC 2010 Strategies for the Social Web for DocumentationSTC 2010 Strategies for the Social Web for Documentation
STC 2010 Strategies for the Social Web for Documentation
 
Influence Of Social Media Marketing Essay
Influence Of Social Media Marketing EssayInfluence Of Social Media Marketing Essay
Influence Of Social Media Marketing Essay
 

More from Ana ADI

IULM_PR as Social Responsibility.pptx
IULM_PR as Social Responsibility.pptxIULM_PR as Social Responsibility.pptx
IULM_PR as Social Responsibility.pptxAna ADI
 
Social media audits
Social media auditsSocial media audits
Social media auditsAna ADI
 
Marketing/Communication Strategy Fundamentals
Marketing/Communication Strategy FundamentalsMarketing/Communication Strategy Fundamentals
Marketing/Communication Strategy FundamentalsAna ADI
 
Social Media Landscape_Social media marketing_Vives_webinar 1
Social Media Landscape_Social media marketing_Vives_webinar 1Social Media Landscape_Social media marketing_Vives_webinar 1
Social Media Landscape_Social media marketing_Vives_webinar 1Ana ADI
 
Social Media Marketing and Communication Strategy_syllabus Jan2016
Social Media Marketing and Communication Strategy_syllabus Jan2016Social Media Marketing and Communication Strategy_syllabus Jan2016
Social Media Marketing and Communication Strategy_syllabus Jan2016Ana ADI
 
Digital media landscape 2013
Digital media landscape 2013Digital media landscape 2013
Digital media landscape 2013Ana ADI
 
Third Sector Skills_Visual communication_Festival of Learning
Third Sector Skills_Visual communication_Festival of LearningThird Sector Skills_Visual communication_Festival of Learning
Third Sector Skills_Visual communication_Festival of LearningAna ADI
 
Katho Branding Course Evaluation_May 2012
Katho Branding Course Evaluation_May 2012Katho Branding Course Evaluation_May 2012
Katho Branding Course Evaluation_May 2012Ana ADI
 
Katho New Media Course Evaluation_May 2012
Katho New Media Course Evaluation_May 2012Katho New Media Course Evaluation_May 2012
Katho New Media Course Evaluation_May 2012Ana ADI
 
Ana al ayam
Ana   al ayamAna   al ayam
Ana al ayamAna ADI
 
Ana alwatan
Ana   alwatanAna   alwatan
Ana alwatanAna ADI
 
Mendeley
MendeleyMendeley
MendeleyAna ADI
 
Katho Branding course evaluation May11
Katho Branding course evaluation May11Katho Branding course evaluation May11
Katho Branding course evaluation May11Ana ADI
 
Katho New Media course evaluation May11
Katho New Media course evaluation May11Katho New Media course evaluation May11
Katho New Media course evaluation May11Ana ADI
 
Katho Branding 101 Syllabus May 2011
Katho Branding 101 Syllabus May 2011Katho Branding 101 Syllabus May 2011
Katho Branding 101 Syllabus May 2011Ana ADI
 
Katho New Media syllabus May 2011
Katho New Media syllabus May 2011Katho New Media syllabus May 2011
Katho New Media syllabus May 2011Ana ADI
 
Tecki Breki Prezi
Tecki Breki PreziTecki Breki Prezi
Tecki Breki PreziAna ADI
 
Paisley People
Paisley PeoplePaisley People
Paisley PeopleAna ADI
 
Press Cutting_ E
Press Cutting_ EPress Cutting_ E
Press Cutting_ EAna ADI
 
Communicaton 2.0
Communicaton 2.0Communicaton 2.0
Communicaton 2.0Ana ADI
 

More from Ana ADI (20)

IULM_PR as Social Responsibility.pptx
IULM_PR as Social Responsibility.pptxIULM_PR as Social Responsibility.pptx
IULM_PR as Social Responsibility.pptx
 
Social media audits
Social media auditsSocial media audits
Social media audits
 
Marketing/Communication Strategy Fundamentals
Marketing/Communication Strategy FundamentalsMarketing/Communication Strategy Fundamentals
Marketing/Communication Strategy Fundamentals
 
Social Media Landscape_Social media marketing_Vives_webinar 1
Social Media Landscape_Social media marketing_Vives_webinar 1Social Media Landscape_Social media marketing_Vives_webinar 1
Social Media Landscape_Social media marketing_Vives_webinar 1
 
Social Media Marketing and Communication Strategy_syllabus Jan2016
Social Media Marketing and Communication Strategy_syllabus Jan2016Social Media Marketing and Communication Strategy_syllabus Jan2016
Social Media Marketing and Communication Strategy_syllabus Jan2016
 
Digital media landscape 2013
Digital media landscape 2013Digital media landscape 2013
Digital media landscape 2013
 
Third Sector Skills_Visual communication_Festival of Learning
Third Sector Skills_Visual communication_Festival of LearningThird Sector Skills_Visual communication_Festival of Learning
Third Sector Skills_Visual communication_Festival of Learning
 
Katho Branding Course Evaluation_May 2012
Katho Branding Course Evaluation_May 2012Katho Branding Course Evaluation_May 2012
Katho Branding Course Evaluation_May 2012
 
Katho New Media Course Evaluation_May 2012
Katho New Media Course Evaluation_May 2012Katho New Media Course Evaluation_May 2012
Katho New Media Course Evaluation_May 2012
 
Ana al ayam
Ana   al ayamAna   al ayam
Ana al ayam
 
Ana alwatan
Ana   alwatanAna   alwatan
Ana alwatan
 
Mendeley
MendeleyMendeley
Mendeley
 
Katho Branding course evaluation May11
Katho Branding course evaluation May11Katho Branding course evaluation May11
Katho Branding course evaluation May11
 
Katho New Media course evaluation May11
Katho New Media course evaluation May11Katho New Media course evaluation May11
Katho New Media course evaluation May11
 
Katho Branding 101 Syllabus May 2011
Katho Branding 101 Syllabus May 2011Katho Branding 101 Syllabus May 2011
Katho Branding 101 Syllabus May 2011
 
Katho New Media syllabus May 2011
Katho New Media syllabus May 2011Katho New Media syllabus May 2011
Katho New Media syllabus May 2011
 
Tecki Breki Prezi
Tecki Breki PreziTecki Breki Prezi
Tecki Breki Prezi
 
Paisley People
Paisley PeoplePaisley People
Paisley People
 
Press Cutting_ E
Press Cutting_ EPress Cutting_ E
Press Cutting_ E
 
Communicaton 2.0
Communicaton 2.0Communicaton 2.0
Communicaton 2.0
 

Recently uploaded

Software Engineering Methodologies (overview)
Software Engineering Methodologies (overview)Software Engineering Methodologies (overview)
Software Engineering Methodologies (overview)eniolaolutunde
 
IGNOU MSCCFT and PGDCFT Exam Question Pattern: MCFT003 Counselling and Family...
IGNOU MSCCFT and PGDCFT Exam Question Pattern: MCFT003 Counselling and Family...IGNOU MSCCFT and PGDCFT Exam Question Pattern: MCFT003 Counselling and Family...
IGNOU MSCCFT and PGDCFT Exam Question Pattern: MCFT003 Counselling and Family...PsychoTech Services
 
SOCIAL AND HISTORICAL CONTEXT - LFTVD.pptx
SOCIAL AND HISTORICAL CONTEXT - LFTVD.pptxSOCIAL AND HISTORICAL CONTEXT - LFTVD.pptx
SOCIAL AND HISTORICAL CONTEXT - LFTVD.pptxiammrhaywood
 
General AI for Medical Educators April 2024
General AI for Medical Educators April 2024General AI for Medical Educators April 2024
General AI for Medical Educators April 2024Janet Corral
 
Advanced Views - Calendar View in Odoo 17
Advanced Views - Calendar View in Odoo 17Advanced Views - Calendar View in Odoo 17
Advanced Views - Calendar View in Odoo 17Celine George
 
Kisan Call Centre - To harness potential of ICT in Agriculture by answer farm...
Kisan Call Centre - To harness potential of ICT in Agriculture by answer farm...Kisan Call Centre - To harness potential of ICT in Agriculture by answer farm...
Kisan Call Centre - To harness potential of ICT in Agriculture by answer farm...Krashi Coaching
 
1029-Danh muc Sach Giao Khoa khoi 6.pdf
1029-Danh muc Sach Giao Khoa khoi  6.pdf1029-Danh muc Sach Giao Khoa khoi  6.pdf
1029-Danh muc Sach Giao Khoa khoi 6.pdfQucHHunhnh
 
Presentation by Andreas Schleicher Tackling the School Absenteeism Crisis 30 ...
Presentation by Andreas Schleicher Tackling the School Absenteeism Crisis 30 ...Presentation by Andreas Schleicher Tackling the School Absenteeism Crisis 30 ...
Presentation by Andreas Schleicher Tackling the School Absenteeism Crisis 30 ...EduSkills OECD
 
Q4-W6-Restating Informational Text Grade 3
Q4-W6-Restating Informational Text Grade 3Q4-W6-Restating Informational Text Grade 3
Q4-W6-Restating Informational Text Grade 3JemimahLaneBuaron
 
BASLIQ CURRENT LOOKBOOK LOOKBOOK(1) (1).pdf
BASLIQ CURRENT LOOKBOOK  LOOKBOOK(1) (1).pdfBASLIQ CURRENT LOOKBOOK  LOOKBOOK(1) (1).pdf
BASLIQ CURRENT LOOKBOOK LOOKBOOK(1) (1).pdfSoniaTolstoy
 
Explore beautiful and ugly buildings. Mathematics helps us create beautiful d...
Explore beautiful and ugly buildings. Mathematics helps us create beautiful d...Explore beautiful and ugly buildings. Mathematics helps us create beautiful d...
Explore beautiful and ugly buildings. Mathematics helps us create beautiful d...christianmathematics
 
Interactive Powerpoint_How to Master effective communication
Interactive Powerpoint_How to Master effective communicationInteractive Powerpoint_How to Master effective communication
Interactive Powerpoint_How to Master effective communicationnomboosow
 
9548086042 for call girls in Indira Nagar with room service
9548086042  for call girls in Indira Nagar  with room service9548086042  for call girls in Indira Nagar  with room service
9548086042 for call girls in Indira Nagar with room servicediscovermytutordmt
 
Accessible design: Minimum effort, maximum impact
Accessible design: Minimum effort, maximum impactAccessible design: Minimum effort, maximum impact
Accessible design: Minimum effort, maximum impactdawncurless
 
Measures of Central Tendency: Mean, Median and Mode
Measures of Central Tendency: Mean, Median and ModeMeasures of Central Tendency: Mean, Median and Mode
Measures of Central Tendency: Mean, Median and ModeThiyagu K
 
Holdier Curriculum Vitae (April 2024).pdf
Holdier Curriculum Vitae (April 2024).pdfHoldier Curriculum Vitae (April 2024).pdf
Holdier Curriculum Vitae (April 2024).pdfagholdier
 
Nutritional Needs Presentation - HLTH 104
Nutritional Needs Presentation - HLTH 104Nutritional Needs Presentation - HLTH 104
Nutritional Needs Presentation - HLTH 104misteraugie
 
Key note speaker Neum_Admir Softic_ENG.pdf
Key note speaker Neum_Admir Softic_ENG.pdfKey note speaker Neum_Admir Softic_ENG.pdf
Key note speaker Neum_Admir Softic_ENG.pdfAdmir Softic
 

Recently uploaded (20)

Software Engineering Methodologies (overview)
Software Engineering Methodologies (overview)Software Engineering Methodologies (overview)
Software Engineering Methodologies (overview)
 
IGNOU MSCCFT and PGDCFT Exam Question Pattern: MCFT003 Counselling and Family...
IGNOU MSCCFT and PGDCFT Exam Question Pattern: MCFT003 Counselling and Family...IGNOU MSCCFT and PGDCFT Exam Question Pattern: MCFT003 Counselling and Family...
IGNOU MSCCFT and PGDCFT Exam Question Pattern: MCFT003 Counselling and Family...
 
SOCIAL AND HISTORICAL CONTEXT - LFTVD.pptx
SOCIAL AND HISTORICAL CONTEXT - LFTVD.pptxSOCIAL AND HISTORICAL CONTEXT - LFTVD.pptx
SOCIAL AND HISTORICAL CONTEXT - LFTVD.pptx
 
General AI for Medical Educators April 2024
General AI for Medical Educators April 2024General AI for Medical Educators April 2024
General AI for Medical Educators April 2024
 
Advanced Views - Calendar View in Odoo 17
Advanced Views - Calendar View in Odoo 17Advanced Views - Calendar View in Odoo 17
Advanced Views - Calendar View in Odoo 17
 
Kisan Call Centre - To harness potential of ICT in Agriculture by answer farm...
Kisan Call Centre - To harness potential of ICT in Agriculture by answer farm...Kisan Call Centre - To harness potential of ICT in Agriculture by answer farm...
Kisan Call Centre - To harness potential of ICT in Agriculture by answer farm...
 
1029-Danh muc Sach Giao Khoa khoi 6.pdf
1029-Danh muc Sach Giao Khoa khoi  6.pdf1029-Danh muc Sach Giao Khoa khoi  6.pdf
1029-Danh muc Sach Giao Khoa khoi 6.pdf
 
Presentation by Andreas Schleicher Tackling the School Absenteeism Crisis 30 ...
Presentation by Andreas Schleicher Tackling the School Absenteeism Crisis 30 ...Presentation by Andreas Schleicher Tackling the School Absenteeism Crisis 30 ...
Presentation by Andreas Schleicher Tackling the School Absenteeism Crisis 30 ...
 
Q4-W6-Restating Informational Text Grade 3
Q4-W6-Restating Informational Text Grade 3Q4-W6-Restating Informational Text Grade 3
Q4-W6-Restating Informational Text Grade 3
 
Mattingly "AI & Prompt Design: Structured Data, Assistants, & RAG"
Mattingly "AI & Prompt Design: Structured Data, Assistants, & RAG"Mattingly "AI & Prompt Design: Structured Data, Assistants, & RAG"
Mattingly "AI & Prompt Design: Structured Data, Assistants, & RAG"
 
BASLIQ CURRENT LOOKBOOK LOOKBOOK(1) (1).pdf
BASLIQ CURRENT LOOKBOOK  LOOKBOOK(1) (1).pdfBASLIQ CURRENT LOOKBOOK  LOOKBOOK(1) (1).pdf
BASLIQ CURRENT LOOKBOOK LOOKBOOK(1) (1).pdf
 
Explore beautiful and ugly buildings. Mathematics helps us create beautiful d...
Explore beautiful and ugly buildings. Mathematics helps us create beautiful d...Explore beautiful and ugly buildings. Mathematics helps us create beautiful d...
Explore beautiful and ugly buildings. Mathematics helps us create beautiful d...
 
INDIA QUIZ 2024 RLAC DELHI UNIVERSITY.pptx
INDIA QUIZ 2024 RLAC DELHI UNIVERSITY.pptxINDIA QUIZ 2024 RLAC DELHI UNIVERSITY.pptx
INDIA QUIZ 2024 RLAC DELHI UNIVERSITY.pptx
 
Interactive Powerpoint_How to Master effective communication
Interactive Powerpoint_How to Master effective communicationInteractive Powerpoint_How to Master effective communication
Interactive Powerpoint_How to Master effective communication
 
9548086042 for call girls in Indira Nagar with room service
9548086042  for call girls in Indira Nagar  with room service9548086042  for call girls in Indira Nagar  with room service
9548086042 for call girls in Indira Nagar with room service
 
Accessible design: Minimum effort, maximum impact
Accessible design: Minimum effort, maximum impactAccessible design: Minimum effort, maximum impact
Accessible design: Minimum effort, maximum impact
 
Measures of Central Tendency: Mean, Median and Mode
Measures of Central Tendency: Mean, Median and ModeMeasures of Central Tendency: Mean, Median and Mode
Measures of Central Tendency: Mean, Median and Mode
 
Holdier Curriculum Vitae (April 2024).pdf
Holdier Curriculum Vitae (April 2024).pdfHoldier Curriculum Vitae (April 2024).pdf
Holdier Curriculum Vitae (April 2024).pdf
 
Nutritional Needs Presentation - HLTH 104
Nutritional Needs Presentation - HLTH 104Nutritional Needs Presentation - HLTH 104
Nutritional Needs Presentation - HLTH 104
 
Key note speaker Neum_Admir Softic_ENG.pdf
Key note speaker Neum_Admir Softic_ENG.pdfKey note speaker Neum_Admir Softic_ENG.pdf
Key note speaker Neum_Admir Softic_ENG.pdf
 

Adi & Hobby_2013_Social Media in Higher Education

  • 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
  • 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
  • 8. +
  • 9. +
  • 10. +
  • 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)
  • 14. +
  • 15. +
  • 16. +
  • 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