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.

Categorising Asynchronous Discussion Threads: Improving the Quality of Student Learning

My paper will focus on the generative potential of categorising asynchronous discussion threads as one strategy for improving the quality of students’ learning in a blended learning module. The approach to categorisation is based on social network analysis using intuitively simple descriptors of message posting patterns e.g. passive facilitator, dominant facilitator, unresponsive star and formulaic discussion. The intention is to produce descriptively vivid illustrative examples of the categories and to begin to suggest affordances of the different participation patterns. Looking forward to the beginning of the next module, it is anticipated that discussion during the module of approaches to participating in asynchronous discussion will contribute to effective engagement patterns and deeper learning.