Uncovering Social Media Content Strategies for Worldwide Top-Ranked Universities

As organizations are entering social media, determining their current strategy will allow to combine monitoring and benchmarking methods to foster the identification of opportunities and threats, which can serve as inputs for the evaluation of social media strategies' and eventual readjustments, and a subsequent efficiency measurement. Higher Educational Institutions (HEI) are not different from other organizations in which concerns these problems. To address these challenges, we propose an automatic procedure to assess the posting behavior and strategy identification for each higher educational institution. We used a sample of the 10-top worldwide ranked educational institutions in this study and collected the posts from their official Facebook pages during an entire school year. Our study was conducted on the frequency and intensity of publications by universities, which included an analysis of the number of responses to 'posts' over time in the form of 'shares'. Finally, the content of the posts was analyzed according to the topics covered in the messages. This process allowed us to identify the editorial areas that each university uses the most and in which are more active. (C) 2018 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license (https://creativecommons.org/licenses/by-nc-nd/4.0/) Selection and peer-review under responsibility of the scientific committee of the CENTERIS - International Conference on ENTERprise Information Systems / ProjMAN - International Conference on Project MANagement / HCist - International Conference on Health and Social Care Information Systems and Technologies.