Characterisation of the use of Twitter by Australian Universities

Abstract

Universities are now observed using social media communications channels for a variety of purposes, including marketing, student recruitment, student support and alumni communication. This paper presents an investigation into the use of the Twitter social media platform by universities in Australia, using publicly available Twitter data over a 2-year period. A social media network visualisation method is developed to make visible the interactions between a university and its stakeholders in the Twitter environment. This analysis method provides insights into the differing ways in which Australian universities are active on Twitter, and how universities might more effectively use the platform to achieve their individual objectives for institutional social media communications.