Advertisement

Social Media Analytics with Facebook - The Case of Higher Education Institutions

  • Claudia BrauerEmail author
  • Edward W. N. Bernroider
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9191)

Abstract

Social Media Analytics has developed into a new research field within information science in the last years. Due to this fact, currently only a few research results about the usage of Social Media Analytics exist. To fill this gap, we conducted an international delphi study among selected higher education institutions (HEIs) in Germany, Austria and Switzerland which are applying Social Media Analytics related to Facebook. The results demonstrate that the majority of HEIs use more than one Social Media Analytics software tool and consider different Facebook metrics pre-dominantly on a monthly basis to evaluate and to develop their Facebook activities. We conclude that many HEIs lack an integrated Social Media Analytics strategy, under-utilize the real-time capabilities of Social Media Analytics and would benefit from Social Media Analytics.

Keywords

Social Media Analytics Social Media Analytics metrics Facebook International delphi study Higher education institutions (HEI) 

References

  1. Ajmera, J., Ahn, H.I., Nagarajan, M., Verma, A., Contractor, D., Dill, S., Denesuk, M.: A crm system for social media: challenges and experiences. In: Proceedings of the 22nd international conference on World Wide Web, pp. 49–58. International World Wide Web Conferences Steering Committee (2013)Google Scholar
  2. Alfaro, I., Bhattacharyya, S., Watson-Manheim, M.B.: Organizational adoption of social media in the USA: a mixed method approach. In: Proceedings of the European Conference on Information Systems (2013). http://aisel.aisnet.org
  3. Alt, R., Wittwer, M.: Towards An Ontology-Based Approach For Social Media Analysis. In: Proceedings of 22 European Conference on Information Systems (ECIS 2014) (2014)Google Scholar
  4. van Barnefeld, A., Arnold, K.E., Campbell, J.P.: Analytics in higher education: establishing a common language. EDUCAUSE Learn. Initiative 1, 1–11 (2012)Google Scholar
  5. Borthakur, D., Gray, J., Sarma, J.S., Muthukkaruppan, K., Spiegelberg, N., Kuang, H., Aiyer, A.: Apache hadoop goes realtime at Facebook. In: Proceedings of the 2011 ACM SIGMOD International Conference on Management of data, pp. 1071–1080 (2011)Google Scholar
  6. Brauer, C., Reischer, D., Mödritscher, F.: What web analysts can do for human-computer interaction? In: Fui-Hoon Nah, F. (ed.) HCIB 2014. LNCS, vol. 8527, pp. 471–481. Springer, Switzerland (2014)Google Scholar
  7. Chen, H., Chiang, R.H., Storey, V.C.: Business intelligence and analytics: from big data to big impact. MIS Q. 36(4), 1165–1188 (2012)Google Scholar
  8. Etlinger, S., Li, C.: A framework for social analytics. Altimeter Group, USA. Accessed Oct 2011Google Scholar
  9. Facebook (2014). www.facebook.com
  10. Fan, W., Gordon, M.: The power of social media analytics. Commun. ACM 57(6), 74–81 (2013)CrossRefGoogle Scholar
  11. Ferguson, R.: Learning analytics: drivers, developments and challenges. Int. J. Technol. Enhanced Learn. 4(5), 304–317 (2012)MathSciNetCrossRefGoogle Scholar
  12. Hsu, C.C., Sandford, B.A.: The delphi technique: making sense of consensus. Pract. Assess. Res. Eval. 12(10), 1–8 (2007)Google Scholar
  13. Ipsos OTX (2014). Association for national advertisers (ANA) 2014 Social Media Content Development SurveyGoogle Scholar
  14. Keller, J., von der Gracht, H.: The influence of information and communication technology on future foresight processes—results from a delphi study. Technol. Forecast. Soc. Chang. 85, 81–92 (2014). doi: 10.1016/j.techfore.2013.07.010 CrossRefGoogle Scholar
  15. Kurniawati, K., Shanks, G., Bekmamedova, N.: The business impact of social media analytics (2013)Google Scholar
  16. Kilner, D.: 3 big reasons universities need a social media monitoring tool (2014). http://digimind.com/blog/social-media/3-reasons-schools-need-smm-tool/
  17. Killekar, O., Shah, H., Kolge, A.: Social media metrics, tools & analytics. PRIMA Pract. Res. Mark. 3(2), 35–47 (2013)Google Scholar
  18. Leskovec, J.: Social media analytics: tracking, modeling and predicting the flow of information through networks. In: Proceedings of the 20th International Conference Companion on World Wide Web, pp. 277–278 (2011)Google Scholar
  19. Nevo, D., Chan, Y.: A delphi study of knowledge management systems: scope and requirements. Inf. Manage. 44(6), 583–597 (2007)CrossRefGoogle Scholar
  20. Permatasari, H. P., Harlena, S., Erlangga, D., & Chandra, R. (2014). Effect of social media on website popularity: differences between public and private Universities in Indonesia. arXiv:1403.1956
  21. Peters, K., Chen, Y., Kaplan, A.M., Ognibeni, B., Pauwels, K.: Social media metrics—a framework and guidelines for managing social media. J. Interact. Mark. 27(4), 281–298 (2013)CrossRefGoogle Scholar
  22. Romero, C., Ventura, S.: Educational data mining: a survey from 1995 to 2005. Expert Syst. Appl. 33(1), 135–146 (2007)CrossRefGoogle Scholar
  23. Ruhi, U.: Social Media Analytics as a business intelligence practice: current landscape & future prospects. J. Internet Soc. Netw. Virtual Communities 2014(2014), 1–12 (2014)CrossRefGoogle Scholar
  24. Stieglitz, S., Linh, D.-X.: Social media and political communication: a social media analytics framework. Soc. Netw. Anal. Min. 3(4), 1277–1291 (2013)CrossRefGoogle Scholar
  25. Walker, A.M., Selfe, J.: The delphi method: a useful tool for the allied health researcher. Br. J. Ther. Rehabil. 3(12), 677–681 (1996)CrossRefGoogle Scholar
  26. Zeng, D., Chen, H., Lusch, R., Li, S.-H.: Social media analytics and intelligence. IEEE Intell. Syst. 25(6), 13–16 (2010)CrossRefGoogle Scholar

Copyright information

© Springer International Publishing Switzerland 2015

Authors and Affiliations

  1. 1.Department of Information Systems and OperationsVienna University of Economics and BusinessViennaAustria
  2. 2.Management Center InnsbruckInnsbruckAustria

Personalised recommendations