A Study of Digital Communications between Universities and Students

Autor/in	Drake, Perry D.
Titel	A Study of Digital Communications between Universities and Students
Quelle	(2017), (122 Seiten) PDF als Volltext Verfügbarkeit Ed.D. Dissertation, University of Missouri - Saint Louis
Sprache	englisch
Dokumenttyp	gedruckt; online; Monographie
ISBN	978-0-3553-2453-2
Schlagwörter	Hochschulschrift; Dissertation; Social Media; Urban Schools; Best Practices; Universities; Mass Media Use; Computer Mediated Communication; Student School Relationship; Organizational Communication; Commercialization; Correlation; Classification; Case Studies; Web 2.0 Technologies; Web Sites; Network Analysis; Social Networks; Corporations; Strategic Planning; Standard Setting; Educational Resources; Technology Integration; Educational Practices; Information Policy; College Administration + Suchen Sie Ihr Suchwort? Thesis; Dissertations; Academic thesis; Soziale Medien; Urban area; Urban areas; School; Schools; Stadtregion; Stadt; Schule; University; Universität; Mediennutzung; Computerkonferenz; Schüler-Lehrer-Beziehung; Korrelation; Classification system; Klassifikation; Klassifikationssystem; Case study; Fallstudie; Case Study; Web-Design; Netzplantechnik; Social network; Soziales Netzwerk; Unternehmen; Strategy; Planning; Strategie; Planung; Standardisierung; Bildungsmittel; Bildungspraxis; Informationspolitik; College administrators; Hochschulverwaltung
Abstract	This study examined the digital and social media communication practices of nine urban universities including UMSL and compared those to known corporate best practices. The purpose of this study was to (1) research how these universities are using social/digital communications to engage with students and prospective students; (2) compare the executional tactics of universities to corporate best practices; (3) determine if by applying corporate best practices universities reap the same benefits as corporate in terms of higher engagement rates with their customers; and (4) determine if a correlation exists between a university's Forbes ranking and its use of social media communications best practices. This research employed a case study and correlational analytical approach. All content on Facebook and Twitter for the nine universities under study was examined for a 4-week evaluation period. Adherence to social and digital media corporate best practices were observed and noted. Metrics were created. These metrics were then correlated with overall engagement rates on the various social media platforms. The results of this study did show that those universities better at applying corporate best practices did see higher engagement rates with statistical significance. This indicates that best practices as determined by corporations for engaging with customers and potential customers also apply for universities in dealing with students. Additionally, this study sought to understand issues that may hinder a university from being able to quickly adopt to the technological needs of students and the platforms they use for communications. This was done via an extensive review of the literature and various industry journals. There were found to be many reasons why a university may be incapable of implementing cutting edge communication platforms quickly including the fact that universities (1) may be slower in adoption of technology (2) must adhere to FERPA rules and regulations (3) have difficulty in operating strategically (4) are known to be very "siloed" or compartmentalized in structure (5) have limited resources that cannot be easily redeployed as needed, and (6) are confused about their customers. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com/en-US/products/dissertations/individuals.shtml.] (As Provided).
Anmerkungen	ProQuest LLC. 789 East Eisenhower Parkway, P.O. Box 1346, Ann Arbor, MI 48106. Tel: 800-521-0600; Web site: http://www.proquest.com/en-US/products/dissertations/individuals.shtml
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01