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An NLP Approach to Understand the Top Ranked Higher Education Institutions’ Social Media Communication Strategy

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Web Information Systems and Technologies (WEBIST 2022)

Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 494))

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Abstract

In this paper we examine the use of social media as a marketing channel by Higher Education Institutions (HEI) and its impact on the institution's brand, attracting top professionals and students. HEIs are annually evaluated globally based on various success parameters to be published in rankings. Specifically, we analyze the Twitter publishing strategies of the selected HEIs, and we compare the results with their overall ranking positions. Our study shows that there are no significant differences between the well-known university rankings based on Kendall τ and RBO metrics. However, our data retrieval indicates a tendency for the top-ranked universities to adopt specific strategies, which are further emphasized when analyzing emotions and topics. Conversely, some universities have less prominent strategies that do not align with their ranking positions. This study provides insights into the role of social media in the marketing strategies of HEIs and its impact on their global rankings.

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Notes

  1. 1.

    https://www.cwur.org/.

  2. 2.

    https://www.topuniversities.com/.

  3. 3.

    https://www.leidenranking.com/.

  4. 4.

    https://www.shanghairanking.com/.

  5. 5.

    https://urapcenter.org/.

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Author information

Authors and Affiliations

  1. CRACS/INESCTEC and FCUP, University of Porto, Porto, Portugal

    Alvaro Figueira

  2. Department of Computer Science, FCUP, University of Porto, Porto, Portugal

    Lirielly Nascimento

Authors
  1. Alvaro Figueira
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  2. Lirielly Nascimento
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Correspondence to Lirielly Nascimento .

Editor information

Editors and Affiliations

  1. University of Padua (UNIPD), Padua, Italy

    Massimo Marchiori

  2. University of Seville, Seville, Spain

    Francisco José Domínguez Mayo

  3. Polytechnic Institute of Setúbal/INSTICC, Setubal, Portugal

    Joaquim Filipe

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Figueira, A., Nascimento, L. (2023). An NLP Approach to Understand the Top Ranked Higher Education Institutions’ Social Media Communication Strategy. In: Marchiori, M., Domínguez Mayo, F.J., Filipe, J. (eds) Web Information Systems and Technologies. WEBIST 2022. Lecture Notes in Business Information Processing, vol 494. Springer, Cham. https://doi.org/10.1007/978-3-031-43088-6_9

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  • DOI: https://doi.org/10.1007/978-3-031-43088-6_9

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-43087-9

  • Online ISBN: 978-3-031-43088-6

  • eBook Packages: Computer ScienceComputer Science (R0)

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