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Recruit, retain, report: UK universities' strategic communication with stakeholders on Twitter

Recruit, retain, report: UK universities' strategic communication with stakeholders on Twitter

Mogaji, Emmanuel ORCID: 0000-0003-0544-4842, Watat, Josue Kuika, Olaleye, Sunday Adewale and Ukpabi, Dandison (2020) Recruit, retain, report: UK universities' strategic communication with stakeholders on Twitter. In: Camilleri, M, (ed.) Strategic Corporate Communication in the Digital Age. Emerald, UK. (In Press)

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Abstract

Like many other organisations, universities are using social media to engage with their stakeholders as they have varying interests and commitments. The chapter focuses on strategic communication and stakeholder engagement by UK universities on Twitter. It presents a descriptive study about their engagement on Twitter in terms of their followers, number of tweets, et cetera. In addition, it analyses the tweets' content to identify British universities' communication strategies. Hence, the results revealed a thematic model in the form of an interrelated conceptual theory that comprises three strands of communication: (i) recruiting prospective students, (ii) retaining present students and staff, and (iii) reporting activities and media coverage. This contribution presents implications for university marketing communications managers who are involved in student recruitment and/or in managing relationships with stakeholders.

Item Type: Book Section
Uncontrolled Keywords: social media, stakeholder, university, communication, Twitter, higher education, UK
Subjects: H Social Sciences > H Social Sciences (General)
Faculty / Department / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Last Modified: 27 Nov 2020 14:39
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
Selected for GREAT 2019: None
Selected for REF2021: None
URI: http://gala.gre.ac.uk/id/eprint/30006

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