Title Assessment of the active presence of higher education institutions on LinkedIn and Facebook: comparative analysis among SNU, UniMelb, and UCT
Translation of Title Aukštojo mokslo institucijų raiškos LinkedIn ir Facebook’e vertinimas: lyginamoji Seulo nacionalinio universiteto, Melburno universiteto ir Keiptauno universiteto analizė.
Authors Levina, Daria ; Tsitsilashvili, Elene ; Devadze, Magda ; Kim, Yunsu (Chris) ; Sueldo, Mariana
DOI 10.15388/K-ir-I.2026.3
Full Text Download
Is Part of Komunikacija ir informacija. Studentų mokslinių darbų almanachas.. Vilnius : Vilniaus universiteto leidykla. 2026, p. 37-51.. eISSN 3030-2188
Keywords [eng] higher education institutions ; active presence ; digital communication ; social media ; funnel strategy
Abstract [eng] Introduction. Effective digital communication is vital for universities in the modern competitive world, where public visibility, transparency and accountability matter. Maintaining active presence in social media ensures keeping up with the pace on the international academic arena. This involves choosing the platform that best suits the needs of the university. Methods. On the grounds of replicating the empirical Active Presence model introduced by Capriotti, Oliveira and Carretón (2024), this study employs quantitative content analysis of official LinkedIn and Facebook accounts of 3 top universities from different world regions, specifically, Seoul National University (Asia), University of Melbourne (Australia), and University of Cape Town (Africa). The sample includes 234 posts from March 2025. The aim of the research was to analyze their Level of Activity and Type of Presence, and to evaluate the Level of Active Presence of those universities on the chosen social media platforms. Analysis. By analyzing the Level of Active Presence, strategic patterns, platform-specific behaviors, and regional variations of social media usage can be seen. Results. The findings underscore the predominance of proprietary content and the widespread Passive Funnel strategy, where universities focus on proprietary presence with low activity. Conclusions. The study reinforces the need for a well-planned social media communication strategy for universities.
Published Vilnius : Vilniaus universiteto leidykla
Type Journal article
Language English
Publication date 2026
CC license CC license description