António Granado and I presented our ongoing work about digital methods for institutional communication and science communication at SciCom PT 2017 - Museu da Ciência da Universidade de Coimbra, Portugal. We explored the case of Portuguese Universities on Facebook. ................................................................................................... Resumo: As Universidades Portuguesas no Facebook - Análise de Redes e Comunicação de Ciência António Granado Janna Joceli C. de Omena Como é que as universidades portuguesas fazem uso da rede social Facebook? O quê e como comunicam? Como é que as plataformas digitais servem de ferramenta/ponte para a comunicação de ciência? Qual o contributo da análise visual de redes neste processo? Estas foram as questões-chave que nos conduziram ao presente mapeamento das principais universidades portuguesas no Facebook, a partir de um estudo guiado pela perspetiva dos Métodos Digitais (Rogers, 2013) e de Análise Visual de Redes (Venturini et.al., 2015). O nosso objetivo é apresentar os primeiros resultados obtidos, com base na investigação exploratória que se debruçou sobre duas áreas distintas, mas complementares. Em Março de 2017, com a ajuda da aplicação Netvizz, foram coletados dados das 15 universidades representadas no Conselho de Reitores das Universidades Portuguesas (CRUP). Os dados recolhidos incluíram páginas (todos os posts e interações registadas desde a criação de cada página), imagens da linha do tempo (timeline), e pagelike network. A análise visual de redes permite-nos concluir sobre os principais atores da rede e as suas conexões, assim como autoridade e influência. Para além disto, a análise de clusters possibilita perceber os micro-sistemas de interesse de cada uma das universidades. Após esta primeira análise, selecionámos os posts efetuados pelas 15 universidades durante o ano de 2016 (N=7103), no sentido de obter uma primeira impressão sobre o tipo de conteúdo que estas instituições partilham no Facebook. Os posts foram classificados segundo as 11 categorias propostas por Dumouchel (2014) na sua análise das páginas de Facebook das universidades da Florida (EUA). Deste trabalho, retiramos conclusões iniciais sobre frequência, temas e tipos de conteúdos partilhados pelas universidades portuguesas no Facebook.

1. As Universidades Portuguesas no Facebook
António Granado
˚ ˚ ˚ ˚ @agranado
Janna Joceli C. de Omena
˚ ˚ ˚ ˚ @JannaJoceli ˚ ˚ thesocialplatforms.wordpress.com
NOVA FCSH ˚ iNOVA Media Lab I CIC Digital
5ª Congresso SciCom Pt 2017 - Museu da Ciência da Universidade de Coimbra.
12-13 de Outubro de 2017, Coimbra - Portugal.

2. Visualising Facebook 2016 organic publications from Portuguese Universities.

3. Facebook Studies
˚ Events
˚ Disasters
˚ Elections
˚ Revolutions
˚ Social Causes
˚ Institutional Communication
˚ Science Communication
[Pages]
[Open Groups]
[Links resonance by Netvizz]
Granado, A. and Omena, J.J. 20175ª Congresso SciCom Pt 2017, Coimbra - Portugal

4. Facebook Studies
[Pages]
—> LIKE NETWORK
-----—> Page community I connections by like
[allow to read connections, e.g. institutional, political, and
particular interests]
—> PAGE NETWORK
-----—> Representation of the relationship or
interaction among users and one or more pages
—> PAGE DATA
-----—> General/detailed overview on
page/user activity
-----—> Content Analysis (Visual or textual)
Granado, A. and Omena, J.J. 20175ª Congresso SciCom Pt 2017, Coimbra - Portugal

5. Analytical Approach
Digital Methods
[Rogers 2013]
Visual Network Analysis
[Venturini et al. 2015]
Facebook Page Category Analysis
[Dumouchel 2014]
Granado, A. and Omena, J.J. 20175ª Congresso SciCom Pt 2017, Coimbra - Portugal

6. [FACEBOOK PLATFORM]
—>[15 PORTUGUESE UNIVERSITIES]
[According to CRUP]
DATA COLLECTION FROM PAGES
CREATED TIME TO MARCH 2017
[Netvizz]
Media items: 36.125
Unique Users: 452.897
Likes or Comments registered: 1.909,131
FOCUS ON 2016
PUBLICATIONS
except page data network - all time
available data until March 2017
-----—>
Dataset -----------—>
——
PAGE LIKE
NETWORK
——
PAGE DATA
——
TIMELINE IMAGES
a list of all images from the
"Timeline Photos" album
—>
—>
—>
1564 nodes (pages) and 9114 edges
(directed or undirected connections by like)
The links for 16.975 images
ALL CONNECTIONS MADE
UNTIL MARCH 2017
14 universities
[Católica excluded]
6.959 organic posts
40 sponsored posts
Granado, A. and Omena, J.J. 20175ª Congresso SciComPt 2017, Coimbra - Portugal

7. Portuguese Universities: Facebook Page Created Time
[According to first publication]

8. Portuguese Universities on Facebook
A historical overview on user participation: engagement on publications by post authorship

9. Portuguese Universities on Facebook
A Historical perspective on engagement according to post type

10. [Platform: Facebook.Software extraction and visualization: Netvizz and Gephi. Crawl depth 1.
Directed graph. 1564 nodes and 9114 edges. Layout Algorithm: Force Atlas 2. Node attribute: Degree Centrality.]
Portuguese Universities Page Like Network
March, 2017
Three variables:
i) node position
ii) node size and colour
iii) edges shape

11. Universidade da Madeira
Portuguese Universities Page Like Network
March, 2017
AULP
Fundação Calouste
Gulbenkian
Forum
Estudante
MIT Portugal
Universia
Portugal

12. Influential Actors: Bridging Nodes
[when a node connects
nodes of different clusters]
AULP
MIT Portugal
Universia Portugal
Fundação Calouste Gulbenkian
Forum Estudante

13. Portuguese Universities: Cluster Formation
[Basis on: page activity, reciprocity or non-reciprocal connections]
Reciprocity
Reciprocity
Reciprocity
Reciprocity
Reciprocity
Reciprocity
Page Activity
Page Activity
Page Activity
Page Activity
Page Activity
Popular
Popular

14. Non-reciprocal connections

15. Studying clusters composition through Facebook Page Category
[Platform: Facebook - Page Like Network.Software extraction and visualization: Netvizz and Gephi.
Crawl depth 1. Colour: Page Category - according to Facebook parameters]

16. App Page - ISCTE likes Twitter / U. do Algarve likes Madnews - Notícias da Maderia Dessert Shop - ISCTE likes Casinha do Pão
Media - ISCTE likes Antena 1 Athlete - ISCTE likes Ricardo Andorinho (andebol) Radio Station - ISCTE likes Rádio Comercial
Fictional Character - U. Madeira likes Emigrantes Portugueses em França Religious Organization - FCSH UBI likes
Jovens da UBI Airport terminal - U. do Algarve likes Aeroporto de Lisboa Automotive - U. do Algarve likes Pontautos Volvo Algarve
and MSCAR Book Store - U. do Algarve likes Pátio das Letras Consulate & Embassy - U. do Algarve likes Embaixada da Polônia em
Lisboa Golf Course - U. do Algarve likes Vale do Lobo Resort Turistico de Luxo Food & Beverage Company - U. do Algarve
likes Cavala Algarvia Hotel - U. do Algarve likes Hotel Faro Hotel Resort- U. do Algarve likes Martinhal Family Hotel & Resorts
News Personality - U. do Algarve likes Rita Marrafa de Carvalho and Futuro Hoje na SIC - Lourenço de Medeiros Movie Theater - U. do
Algarve likes CineClube de Faro Podcast - U. do Algarve e U. do Minho like 90 Segundos de Ciência Restaurant- U. do Algarve likes
Tertúlia Algarvia and Estaminé - Ilha Deserta / ISCTE likes Power Foods Museum - U. de Évora likes Centro Ciência Viva Estremoz Artist - U
de Évora likes Joana Vasconcelos Software - U. de Évora likes Moddle Art Museum - U. do Algarve, Iscte, U. de Évora, U. Aberta, UTAD and
others pages like Fundação Calouste Gulbenkian TV Network - U. do Minho and U. Aberta like RTP Açores / U. do Algarve likes TVI
Politician or
Political Party
categories?

17. Granado, A. and Omena, J.J. 20175ª Congresso SciCom Pt 2017, Coimbra - Portugal
Group 1
Agrupamento Escolar (U. do Algarve)
Polytechnic Institutes (U. de Évora)
University departments or services (U. do Minho)
Group 2
Internal stakeholders
Faculties or institutes (Coimbra, Lisboa and NOVA)
Departments (U. de Aveiro)
Students nuclei (U. da Beira Interior)
Courses and its branches in Porto and Braga
(U. Católica )
Group 3
International universities and Portuguese Higher
Education (ISCTE)
U. Aberta
A balanced range of connectivity
(local learning centres, Portuguese Universities, Colleges,
Institutes and Polytechnic Institutes, international universities

19. 2017: How Portuguese Universities like each other?
Node attribute: in-degree.
Page popularity according to total number of likes received by other pages.
Node attribute: out-degree.
Page activity by means of liking pages.

20. Dumouchel (2014)
University Pride Frame (F1)
University Update Frame (F2)
Social Responsibility Frame (F3)
Athletics Frame (F4)
Pseudo-Engagement Frame (F5)
Academic Achievement Frame (F6)
Social Media Frame (F7)
Diversity Frame (F8)
Arts Frame (F9)
Local Business Frame (F10)
Fun Family Frame (F11)
Science Frame (F12)
Granado, A. and Omena, J.J. 20175ª Congresso SciCom Pt 2017, Coimbra - Portugal

21. 2016: Portuguese Universities on Facebook General overview

22. 2016:
Portuguese Universities on Facebook
Measuring Page Activity
along the year

23. 2016:
Portuguese Universities on Facebook
Measuring Page Activity
along the day

24. 2016: Portuguese Universities on Facebook Measuring Page Activity by post type

25. 2016: Portuguese Universities on Facebook Measuring Engagement by post type

26. 2016: Portuguese Universities on Facebook Link Domain

27. 14,763
8,693
2016:
Portuguese Universities on Facebook
Publications: Organic vs. Sponsored

28. 2016: Portuguese Universities on Facebook Publications: Organic vs. Sponsored
Engagement according to post type
5ª Congresso SciCom Pt 2017, Coimbra - Portugal Granado, A. and Omena, J.J. 2017

29. 2016: Portuguese Universities on Facebook Sponsored Publications

30. Visualising Facebook 2016 organic publications from Portuguese Universities.

31. Visualising Facebook 2016 organic publications from Portuguese Universities.

32. Obrigada =)
António Granado
˚ ˚ ˚ ˚ @agranado
Janna Joceli C. de Omena
˚ ˚ ˚ ˚ @JannaJoceli ˚ ˚ thesocialplatforms.wordpress.com
NOVA FCSH ˚ iNOVA Media Lab I CIC Digital
5ª Congresso SciCom Pt 2017 - Museu da Ciência da Universidade de Coimbra.
12-13 de Outubro de 2017, Coimbra - Portugal.