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Abstract

Organisations have been striving to account for the resources they've been allocating to Social Media integration and management, essentially because this integration has been occurring without a previously designed content strategy, which will foster the desired fan engagement.In order to establish a comparison of social media strategies between HEIs, we developed a seven category model, encompassing the fundamental communication areas of focus for higher education service providers.Then, we performed a classification of these HEI posts in Facebook, according to our model.For this step, we used six of the most promising, and prominent, classifiers to obtain a predicted category for each post.Combining all posts from each HEI according to the model we get the HEI's editorial strategy.By clustering the overall social media strategies and corresponding response rate we discover the sector's monitoring HEI and, through a benchmarking process, we retrieve useful inputs for the design of social media strategies for HEI.

Keywords

#Higher education institutions #social media content strategy #Facebook posts #fan engagement #editorial strategy #response rate #Cluster analysis #Computer science #Social media