Mining the Web to approximate university rankings

Abstract

PurposeThe purpose of this study is to present an alternative to university ranking lists published in U.S. News & World Report, Times Higher Education, Academic Ranking of World Universities and Money Magazine. A strategy is proposed to mine a collection of university data obtained from Twitter and publicly available online academic sources to compute social media metrics that approximate typical academic rankings of US universities.Design/methodology/approachThe Twitter application programming interface (API) is used to rank 264 universities using two easily collected measurements. The University Twitter Engagement (UTE) score is the total number of primary and secondary followers affiliated with the university. The authors mine other public data sources related to endowment funds, athletic expenditures and student enrollment to compute a ranking based on the endowment, expenditures and enrollment (EEE) score.FindingsIn rank-to-rank comparisons, the authors observed a significant, positive rank correlation (τ = 0.6018) between UTE and an aggregate reputation ranking, which indicates UTE could be a viable proxy for ranking atypical institutions normally excluded from traditional lists.Originality/valueThe UTE and EEE metrics offer distinct advantages because they can be calculated on-demand rather than relying on an annual publication and they promote diversity in the ranking lists, as any university with a Twitter account can be ranked by UTE and any university with online information about enrollment, expenditures and endowment can be given an EEE rank. The authors also propose a unique approach for discovering official university accounts by mining and correlating the profile information of Twitter friends.