RT Dissertation/Thesis
T1 Social media content strategies in higher public polytechnic education institutions: an editorial model and analytics for sector monitoring
T2 Estrategias de contenidos de medios sociales en las las Instituciones de Educación Superior de carácter Politécnico y Público: un modelo editorial y analítico para la monitorización del sector
A1 Oliveira, Luciana
K1 6308 Comunicaciones Sociales
K1 1203.04 Inteligencia Artificial
K1 1203.12 Bancos de Datos
AB Social media has been introducing profound alterations in the way organizations relate to their newly empowered publics. Social media adoption has been occurring at different paces and presenting many different opportunities and challenges to organisations. If, on the one hand, it provides direct access to publics and broader and deeper insights on their profiles, needs and expectations, on the other hand, it also amplifies the positive and negative effects of all communication activities.The adoption of social media networks has mainly been sustained by organizations joining the trend to adopt social media environments, reaching for and aiming at mediatisation, but lacking alignment with the overall organisational goals. The allocation of time, effort and resources to social media management leads organisations to seek for a return on these investments, in order to legitimize them and to frame them in the enhancement of the overall organisational performance. However, how can organisations attempt to measure the efficiency and the return on investments on a social media approach that has not been strategically designed/aligned and is the result of a set of unarticulated processes and situational messages? Aiming to address this research question an editorial model for the development of social media approaches for Higher Public Polytechnic Education Institutions (HPPEI) was developed, bringing forward seven editorial areas, which are aligned with: the HPPEI’s mission towards society; the broad diversity of its organisational stakeholders; the educational service’s idiosyncrasies; the need to balance between organisations’ institutional and transactional needs in order to ensure their competiveness and financial survival; and the dialogical nature that underlies social media environments.For HPPEI planning to adopt of social media, the proposed editorial model and social media analytics both serve as the ground basis for the alignment between the organisational strategic objectives and a holistic strategic and operational approach to communication management. The model is built upon a permanent synergistic exchange and cooperation between institutional and transactional communication in order to address internal and external stakeholders’ needs and expectations. For HPPEI which are already using social media channels, the presented framework upholds the categorisation and assessment of the allocation of communication investments in the most relevant editorial areas. The proposed model and analytics were then used to reveal which are the current content strategies that HPPEI have been implementing, in order to provide essential knowledge based on the strategically relevant editorial areas that can impact the organisational performance. A four stage methodology, combining information retrieval, monitoring, categorisation and benchmarking methods to determine and evaluate the sector’s overall editorial areas and the corresponding organisational performance in social media will foster the identification of external opportunities and threats. Research is, therefore, built upon and aiming at providing insights on social media adoption, communication efforts and commitment, prominent communication editorial areas, social media analytics and audience response in the Higher Public Polytechnic Education Sector (HPPES).Results obtained will then serve as inputs for an inter-sector analysis, highlighting relevant monitoring agents, a well sustained social media strategies’ efficiency measurement and the subsequent development of the corresponding/necessary strategic (re)adjustments, propelling a continuous inter-organisational learning process, which can optimize social media monitoring and management.
YR 2017
FD 2017-01-18
LK http://hdl.handle.net/11093/536
UL http://hdl.handle.net/11093/536
LA eng
NO European Regional Development Fund
DS Investigo
RD 10-sep-2024