Titre :

The institutional communication of the universities on the social network: to involve and to communicate

Auteur(s) :

Palermo, Alessandra [Auteur]
CY Cergy Paris Université [CY]
Laboratoire AGORA [AGORA - EA 7392]
Groupe d'Études et de Recherche Interdisciplinaire en Information et COmmunication - ULR 4073 [GERIICO ]

Titre de l’ouvrage :

Contemporary Approaches in Social Science Researches

Éditeur :

Bialystok

Date de publication :

2019-10-01

ISBN :

978-83-953142-1-6

Résumé en anglais : [en]

This research intends to provide a look at together the communication of Italian universities, in particular of the Mega-universities, through the observation and collection of data available from their websites and ...
Lire la suite >This research intends to provide a look at together the communication of Italian universities, in particular of the Mega-universities, through the observation and collection of data available from their websites and downloadable documents in the different sections. The Mega academies are the Italian universities that have over 40000 members and, due to their geographic location, cover from north to south all Italy. The high number of students who belong to them and their disposition in the national territory are among the reasons why these eleven universities have been selected for this research, assuming that such large schools can cover all The aspects of communication traced in that work. As indicated by the last survey Censis (2017) are: Sapienza University of Rome, University of Bologna, University Federico II of Naples, University of Turin, University of Milan, University of Padua, University of Florence, University of Pisa, University of Bari, University of Catania and University of Palermo. In the context of institutional communication, we also intend to examine the use of social networks, aimed at developing an identity sharing with users and stakeholders. To carry out this evaluation, we have taken into consideration, first of all, the positioning of the mega universities in the international ranking.The first of the aim is to identify the awareness of the university as an institution on the importance of the use of the communication tools you have. Awareness is demonstrated by the presence of institutional documents and the presence on social networks. The starting hypothesis is that the universities are not fully aware of how important it is to draw up the documents of the institutional communication in a detailed way. The second objective is to understand the degree of involvement that the Mega universities object of research have on social networks. The Engagement Rate was measured on the three main social networks, Facebook, Twitter and Instagram, and an involvement in the media was hypothesized. The need to be present on the digital space is a great opportunity for universities also in the perspective of internationalisation which, as envisaged by the third mission, can thus promote processes of globalisation and exchanges in the market higher education internationally, attracting students from abroad and increasing their reputation on a global scale. Italian universities are changing their communication strategies through the use of a traditional mix based on advertising and media relations, the adoption of new interactive tools, giving more space to the resources allocated in digital communication. And it is in this direction that social networks have become valuable tools for universities. The presence of Mega universities on Facebook, Twitter and Instagram is considerable and above all, given the presence of followers for the official pages, are tools not to be overlooked.Lire moins >

Langue :

Anglais

Audience :

Internationale

Vulgarisation :

Non

Collections :

• Groupement d'Études et de Recherche Interdisciplinaire en Information et Communication (GERiiCO) - ULR 4073

Source :

Harvested from HAL