Information Dissemination and Interactions in Higher Education Social Media Posts

Abstract

The purpose of this study is the analyze patterns of information dissemination by U.S.-based universities on Facebook and the possible effect of these patterns on the number and types of interactions the posts receive. Frequency and types of information (e.g., athletics, student accomplishments, campus announcements) shared in 50 universities’ Facebook posts over four months are analyzed. Kruskal–Wallis H Tests evaluate differences in interactions with social media posts based on the type of information shared. The findings of this study indicate that there are several unique types of information shared on Facebook. Posts that involve a human element (like stories about student and faculty accomplishments) are found to receive the most interactions.

Keywords:

• Facebook
• social media
• interaction
• information sharing
• posting
• marketing