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Personalizing twitter communication: an evaluation of ‘rotation-curation’ for enhancing social media engagement within higher education

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  • Jenna Marie Condie
  • Ivett Ayodele
  • Sabirah Chowdhury
  • Shelley Powe
  • Anna Mary Cooper

Abstract

Social media content generated by learning communities within universities is serving both pedagogical and marketing purposes. There is currently a dearth of literature related to social media use at the departmental level within Higher Education Institutions (HEIs). This study explores the multi-voiced interactions of a UK Psychology department’s ‘rotation curation’ approach to using Twitter. An in-depth analysis of a corpus of 4342 tweets by 58 curators (14 staff, 41 students, and 3 guest curators) was carried out using a combination of computer-assisted and manual techniques to generate a quantitative content analysis. The interactions received (e.g. retweets and favorites) and type of content posted (e.g. original tweets, retweets and replies) varied by curator type. Student curators were more likely to gain interactions from other students in comparison to staff. This paper discusses the benefits and potential limitations of a multi-voiced ‘rotation curation’ approach to social media management.

Suggested Citation

  • Jenna Marie Condie & Ivett Ayodele & Sabirah Chowdhury & Shelley Powe & Anna Mary Cooper, 2018. "Personalizing twitter communication: an evaluation of ‘rotation-curation’ for enhancing social media engagement within higher education," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 28(2), pages 192-209, July.
    • Handle: RePEc:taf:jmkthe:v:28:y:2018:i:2:p:192-209
    DOI: 10.1080/08841241.2018.1453910
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    Cited by:

    1. Wejdan Abo-Alhija, 2021. "Action Research to Examine the Effects of Integrating Facebook, Twitter, and YouTube in Online Math Classes on Students' Engagement," Technium Social Sciences Journal, Technium Science, vol. 18(1), pages 146-157, April.

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