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Personalising Twitter communication : an evaluation of ‘rotation-curation’ for enhancing social media engagement within higher education

Condie, J.M; Ayodele, I; Chowdhury, S; Powe, S; Cooper, AM

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Authors

J.M Condie

I Ayodele

S Chowdhury

S Powe



Abstract

Social media content generated by learning communities within universities is serving both pedagogical and marketing purposes. There is currently a dearth of literature related to social media use at the departmental level within Higher Education Institutions (HEIs). This study explores the multi-voiced interactions of a UK Psychology department’s ‘rotation curation’ approach to using Twitter. An in-depth analysis of a corpus of 4342 tweets by 58 curators (14 staff, 41 students, and 3 guest curators) was carried out using a combination of computer-assisted and manual techniques to generate a quantitative content analysis. The interactions received (e.g. retweets and favorites) and type of content posted (e.g. original tweets, retweets and replies) varied by curator type. Student curators were more likely to gain interactions from other students in comparison to staff. This paper discusses the benefits and potential limitations of a multi-voiced ‘rotation curation’ approach to social media management.

Citation

Condie, J., Ayodele, I., Chowdhury, S., Powe, S., & Cooper, A. (2018). Personalising Twitter communication : an evaluation of ‘rotation-curation’ for enhancing social media engagement within higher education. Journal of Marketing for Higher Education, 28(2), 192-209. https://doi.org/10.1080/08841241.2018.1453910

Journal Article Type Article
Acceptance Date Sep 10, 2017
Online Publication Date Apr 1, 2018
Publication Date Apr 1, 2018
Deposit Date Apr 9, 2018
Publicly Available Date Oct 1, 2019
Journal Journal of Marketing for Higher Education
Print ISSN 0884-1241
Publisher Routledge
Volume 28
Issue 2
Pages 192-209
DOI https://doi.org/10.1080/08841241.2018.1453910
Publisher URL http://dx.doi.org/10.1080/08841241.2018.1453910
Related Public URLs https://www.tandfonline.com/toc/wmhe20/current

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