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

• Tipo: Artigo em Revista Científica Internacional
• Data: 2015

Autores

Oliveira, L (Autor) Outra; Figueira, A (Autor) FCUP

Revista

Título: International Journal of Web Portals

Vol. 7

Páginas: 16-32

ISSN: 1938-0194

Editora: IGI Global

Indexação

Scopus - 7 Citações

Outras Informações

ID Authenticus: 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,.

Idioma: Inglês

Tipo (Avaliação Docente): Científica