Universities, Culture, and Social Media: Enhancing Engagement and Community Through Digital Strategies

In the digital era, social networks play a crucial role in promoting university cultural events and enhancing accessibility, interaction, and student engagement. This study examines the impact of the communication strategies employed by the West University of Timisoara (UVT) to promote the initiative "At UVT, Culture is Capital" within the framework of Timisoara 2023-European Capital of Culture. This research employs a mixed methodology, combining a quantitative analysis of the performance of Facebook and Instagram posts with a qualitative examination of communication strategies. The results reveal that, despite Generation Z's preference for visual platforms like TikTok and Instagram, Facebook continues to be an effective channel for promoting university cultural events. This effectiveness stems from trust in the information shared and the strengthened community surrounding the university. Key factors contributing to the campaign's success included the prominence of guest speakers, high-quality visual and textual content, and the organization of interactive giveaway campaigns. There was also a notable increase in student participation in events and an enhanced sense of belonging to the university community. The findings suggest incorporating more dynamic media formats, such as reels and stories, to boost engagement and explore emerging platforms favored by younger audiences. This research contributes to understanding how universities can effectively leverage social media to promote cultural events and foster a more engaged academic community.