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Characterizing Twitter communication - a case study of international engineering academic units

Palmer, Stuart 2014, Characterizing Twitter communication - a case study of international engineering academic units, Journal of marketing for higher education, vol. 24, no. 2, pp. 257-273, doi: 10.1080/08841241.2014.907220.

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Title Characterizing Twitter communication - a case study of international engineering academic units
Author(s) Palmer, StuartORCID iD for Palmer, Stuart orcid.org/0000-0002-2517-0597
Journal name Journal of marketing for higher education
Volume number 24
Issue number 2
Start page 257
End page 273
Total pages 17
Publisher Taylor & Francis
Place of publication Abingdon, Eng.
Publication date 2014
ISSN 0884-1241
1540-7144
Keyword(s) engineering education
network analysis
social media
Twitter
Summary Engineering academic units might engage with social media for a range of purposes including for general communication with students, staff, alumni, other important stakeholders and the wider community at large; for student recruitment and for marketing and promotion more generally. This paper presents an investigation into the use of Twitter by six engineering academic units internationally, using publicly available Twitter data over an 18-month period for analysis and visualization, to characterize the engagement by engineering academic units with one popular social media tool. Widely varying levels of activity were observed, from essentially undirected 'Megaphone' Tweeting, through to sustained and complex interactions with multiple external accounts. This work provides insights into how engineering academic units are using Twitter and how they might more effectively use the platform to achieve their individual objectives for institutional social media communications and marketing, and offers a methodology for future research. © 2014 © 2014 Taylor & Francis.
Language eng
DOI 10.1080/08841241.2014.907220
Field of Research 130103 Higher Education
150502 Marketing Communications
Socio Economic Objective 910403 Marketing
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2014, Taylor & Francis
Free to Read? Yes
Free to Read Start Date 2016-07-01
Persistent URL http://hdl.handle.net/10536/DRO/DU:30067233

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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.