Browsing by Subject "LinkedIn"

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    Open Access
    Evaluación de la estrategia de contenido de las universidades en las redes sociales
    (Oxbridge Publishing House, 2023-03-01) Capriotti, Paul; Losada Díaz, José Carlos; Martínez Gras, Rodolfo; Información y Documentación
    Institutional communication is becoming a strategic instrument for universities, since it facilitates the relationships with their various publics and allows positioning of the institutional brand, which will contribute to building a distinctive reputation. The types of content disseminated by universities via their social media accounts will contribute decisively to these objectives, since the way in which the different topics are communicated may influence the publics´ perceptions of these higher education institutions. This research analyses the different types of content disseminated by universities (in Europe, the United States and Latin America) via their accounts on social networks (Twitter, Facebook, and LinkedIn), to assess the main content topics that define the universities´ communicative positioning. A content analysis of the publications by universities on their social networks was carried out, representing an appropriate method to recognize the main themes and topics of their communication strategy. The results reveal two main thematic blocks of content: functional (teaching, research and social commitment topics) and institutional (organizational and contextual topics). Institutional publications are the most relevant block of content, far above the functional posts. In terms of specific topics, the organizational ones are the most common, well above publications on teaching or research, while contextual and social commitment content is used marginally. Most universities, in all regions and on all social networks, follow a dominant strategy of institutional content. So, the higher education institutions are mainly using social networks as a strategic tool for institutional positioning, more than informing about their daily activity.Â
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    Publication
    Open Access
    LinkedIn as a Tool for Higher Education Programme Evaluation
    (Universidad de Murcia, Servicio de Publicaciones, 2017) Fresno Anabo, Icy; Elexpuru Albizuri, Iciar
    The aim of this research was to conduct a preliminary evaluation of the outcomes of the European Masters in Lifelong Learning: Policy and Management (MALLL) on mobility, employability, and interculturality using Linkedln data in conjunction with document reviews and a small sample of staff interviews. MALLL is an internationally-oriented higher education programme within the Erasmus Mundus scheme launched in 2006. Subjects were MALLL graduates between 2008 to 2014 and data were gathered from Work Experience and Education sections of 75 individual LinkedIn profiles as well as organic responses on the group’s LinkedIn forum. The results show that the MALLL programme facilitated the graduates’ academic and professional mobility in varying degrees. The sample’s career profiles show that their roles are in line with MALLL’s intended outcomes related to employability. Meanwhile, positive outcomes were perceived by the graduates pertaining to their interculturality. LinkedIn proved to be a potent instrument in evaluating the outcomes of a higher education programme. With a careful consideration of its benefits and risks and by drawing a strategy to harness its potential, programme evaluators can find at their disposal a rich and practical way of assessment in conjunction with more traditional data collection methods