| ID | 132068 |
| Title Proper | Liked department |
| Other Title Information | using Facebook analytics for strategic communication |
| Language | ENG |
| Author | Waite, Brandon ; Wheeler, Darren |
| Publication | 2014. |
| Summary / Abstract (Note) | The rapid diffusion of online social networking sites is changing the very nature of organizational communication. This is particularly true in higher education, where Facebook is increasingly being used as a means to engage with students, faculty, and alumni. Unfortunately, academic departments seeking to adopt such technologies often fail to understand the unique opportunities and challenges that accompany the adoption of social media. This article illuminates recent changes in organizational communication and describes the adoption of Facebook by a political science department at a midwestern state university. The authors develop a typology of Facebook posts to determine which types of information generate the most audience activity. They explain how this information can assist academic departments as they seek to bolster recruitment and retention of students, as well as ongoing investment from faculty and alumni. |
| `In' analytical Note | Political Science and Politics Vol. 47, No.3; Jul 2014: p.667-673 |
| Journal Source | Political Science and Politics Vol. 47, No.3; Jul 2014: p.667-673 |
| Key Words | Online Social Networking ; Nature of Organizational Communication ; Facebook ; Higher Education |