Social Media Content Analysis in the Higher Education Sector: From Content to Strategy

• Type: Article in International Scientific Journal
• Date: 2015

Authors

Oliveira, L (Author) Other; Figueira, A (Author) FCUP

Journal

Title: International Journal of Web Portals

Vol. 7

Pages: 16-32

ISSN: 1938-0194

Publisher: IGI Global

Indexing

Scopus - 7 Citations

Other information

Authenticus ID: P-00K-RAX

DOI: 10.4018/IJWP.2015040102

Abstract (EN): Social media has become one of the most prolific felds for interchange of multidisciplinary expertise. In this paper, computer science, communication and management are brought together for the development of a sound strategic content analysis, in the Higher Education Sector. The authors present a study comprised of two stages: analysis of SM content and corresponding audience engagement according to a weighted scale, and a classification of content strategies, which builds on different noticeable articulations of editorial areas among organizations. Their approach is based on an automatic classification of content according to a predefned editorial model. The proposed methodology and research results offer academic and practical fndings for organizations striving on social media. Copyright © 2015,.

Language: English

Type (Professor's evaluation): Scientific