Effects of Social Media Platform Preference: a Country Comparison of Online University Reputations

Managing an online reputation is critical to higher education. Universities cannot afford to lose enrolment numbers by neglecting to monitor, control, promote and enhance their online presence. It is critical that universities measure their social media reputation scores and presence on the web, as well as those of their competitors. Universities need to continuously review their social engagement strategy and online reputation to ensure they maximize all opportunities to maintain, and improve student enrolment and retention. Universities have embraced social media to enhance their brand reputation. This study examines the use of social media and its effects from a global perspective. It analysed 90 universities in three geographical areas to assess the impact and level of online social media, especially as it relates to “university brand reputation.” Results of the study indicated there was a wide variation among the three geographical regions, and within countries in the three geographical regions. Use of social media communication tools such as Twitter and Google+ by active users also varied widely depending upon country and region.

The Role of ‘Edutainment’ in Education for Sustainable Development

The Sustainable Strategies Game (SSG) is being developed as ‘edutainment’ in response to the need to understand sustainable futures and advocate sustainability within workplaces in Higher Education. SSG seeks to both deliver experiential teaching and learning for business sustainability and enhance students’ learning experiences within Worcester Business School. This paper presents findings from action research undertaken to formally investigate two aspects of SSG within edutainment for ESD: firstly, it explores the value students obtain from game playing as an approach to sustainability learning. Secondly, it establishes students’ suggestions for evolutions to SSG, e.g. game design and additional features such as social media interventions or legal challenges, to increase its value as a tool for teaching and learning. Informal feedback following sessions playing SSG suggests games generally generate positive effects on students’ learning. Students highlighted SSG offered an enjoyable alternative approach to learning and could drive changes to sustainability thinking. Introducing such gameplay offers the potential to engage participants in collaborative behaviours and encourage consideration of profitability through strategies which carry less impact on the environment; vital to create a sustainable future. This paper presents qualitative evidence from game players that can enhance SSG as a tool to further improve students’ learning experience and its value as edutainment rather than entertainment within ESD.