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A Study of Digital Communications between Universities and Students

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Title: A Study of Digital Communications between Universities and Students
Language: English
Authors: Drake, Perry D.
Source: ProQuest LLC. 2017Ed.D. Dissertation, University of Missouri - Saint Louis.
Availability: ProQuest LLC. 789 East Eisenhower Parkway, P.O. Box 1346, Ann Arbor, MI 48106. Tel: 800-521-0600; Web site: http://www.proquest.com/en-US/products/dissertations/individuals.shtml
Peer Reviewed: N
Page Count: 122
Publication Date: 2017
Document Type: Dissertations/Theses - Doctoral Dissertations
Education Level: Higher Education
Descriptors: Social Media, Urban Schools, Best Practices, Universities, Mass Media Use, Computer Mediated Communication, Student School Relationship, Organizational Communication, Commercialization, Correlation, Classification, Case Studies, Web 2.0 Technologies, Web Sites, Network Analysis, Social Networks, Corporations, Strategic Planning, Standard Setting, Educational Resources, Technology Integration, Educational Practices, Information Policy, College Administration
Abstract: This study examined the digital and social media communication practices of nine urban universities including UMSL and compared those to known corporate best practices. The purpose of this study was to (1) research how these universities are using social/digital communications to engage with students and prospective students; (2) compare the executional tactics of universities to corporate best practices; (3) determine if by applying corporate best practices universities reap the same benefits as corporate in terms of higher engagement rates with their customers; and (4) determine if a correlation exists between a university's Forbes ranking and its use of social media communications best practices. This research employed a case study and correlational analytical approach. All content on Facebook and Twitter for the nine universities under study was examined for a 4-week evaluation period. Adherence to social and digital media corporate best practices were observed and noted. Metrics were created. These metrics were then correlated with overall engagement rates on the various social media platforms. The results of this study did show that those universities better at applying corporate best practices did see higher engagement rates with statistical significance. This indicates that best practices as determined by corporations for engaging with customers and potential customers also apply for universities in dealing with students. Additionally, this study sought to understand issues that may hinder a university from being able to quickly adopt to the technological needs of students and the platforms they use for communications. This was done via an extensive review of the literature and various industry journals. There were found to be many reasons why a university may be incapable of implementing cutting edge communication platforms quickly including the fact that universities (1) may be slower in adoption of technology (2) must adhere to FERPA rules and regulations (3) have difficulty in operating strategically (4) are known to be very "siloed" or compartmentalized in structure (5) have limited resources that cannot be easily redeployed as needed, and (6) are confused about their customers. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com/en-US/products/dissertations/individuals.shtml.]
Abstractor: As Provided
Entry Date: 2018
Access URL: https://gateway.proquest.com/openurl?url_ver=Z39.88-2004&rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation&res_dat=xri:pqm&rft_dat=xri:pqdiss:10603408
Accession Number: ED579592
Database: ERIC
FullText Text:
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  Data: A Study of Digital Communications between Universities and Students
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– Name: Abstract
  Label: Abstract
  Group: Ab
  Data: This study examined the digital and social media communication practices of nine urban universities including UMSL and compared those to known corporate best practices. The purpose of this study was to (1) research how these universities are using social/digital communications to engage with students and prospective students; (2) compare the executional tactics of universities to corporate best practices; (3) determine if by applying corporate best practices universities reap the same benefits as corporate in terms of higher engagement rates with their customers; and (4) determine if a correlation exists between a university's Forbes ranking and its use of social media communications best practices. This research employed a case study and correlational analytical approach. All content on Facebook and Twitter for the nine universities under study was examined for a 4-week evaluation period. Adherence to social and digital media corporate best practices were observed and noted. Metrics were created. These metrics were then correlated with overall engagement rates on the various social media platforms. The results of this study did show that those universities better at applying corporate best practices did see higher engagement rates with statistical significance. This indicates that best practices as determined by corporations for engaging with customers and potential customers also apply for universities in dealing with students. Additionally, this study sought to understand issues that may hinder a university from being able to quickly adopt to the technological needs of students and the platforms they use for communications. This was done via an extensive review of the literature and various industry journals. There were found to be many reasons why a university may be incapable of implementing cutting edge communication platforms quickly including the fact that universities (1) may be slower in adoption of technology (2) must adhere to FERPA rules and regulations (3) have difficulty in operating strategically (4) are known to be very "siloed" or compartmentalized in structure (5) have limited resources that cannot be easily redeployed as needed, and (6) are confused about their customers. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com/en-US/products/dissertations/individuals.shtml.]
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RecordInfo BibRecord:
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    Languages:
      – Text: English
    PhysicalDescription:
      Pagination:
        PageCount: 122
    Subjects:
      – SubjectFull: Social Media
        Type: general
      – SubjectFull: Urban Schools
        Type: general
      – SubjectFull: Best Practices
        Type: general
      – SubjectFull: Universities
        Type: general
      – SubjectFull: Mass Media Use
        Type: general
      – SubjectFull: Computer Mediated Communication
        Type: general
      – SubjectFull: Student School Relationship
        Type: general
      – SubjectFull: Organizational Communication
        Type: general
      – SubjectFull: Commercialization
        Type: general
      – SubjectFull: Correlation
        Type: general
      – SubjectFull: Classification
        Type: general
      – SubjectFull: Case Studies
        Type: general
      – SubjectFull: Web 2.0 Technologies
        Type: general
      – SubjectFull: Web Sites
        Type: general
      – SubjectFull: Network Analysis
        Type: general
      – SubjectFull: Social Networks
        Type: general
      – SubjectFull: Corporations
        Type: general
      – SubjectFull: Strategic Planning
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      – SubjectFull: Standard Setting
        Type: general
      – SubjectFull: Educational Resources
        Type: general
      – SubjectFull: Technology Integration
        Type: general
      – SubjectFull: Educational Practices
        Type: general
      – SubjectFull: Information Policy
        Type: general
      – SubjectFull: College Administration
        Type: general
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      – TitleFull: A Study of Digital Communications between Universities and Students
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