STRATEGY OF COMMUNICATION ON ONLINE SOCIAL MEDIA FOR HIGHER EDUCATION INSTITUTIONS
Article Sidebar
Main Article Content
Abstract
The objectives of this research were to: 1) examine social media communication patterns of higher education institutions, 2) assess the needs of social media communication in higher education institutions, and 3) develop social media communication strategies for higher education institutions. The research population and samples consisted of two groups: 1) 100 participants including grade 12 students, university students, faculty members, and university administrators, selected through accidental sampling, and 2) case studies of seven domestic and five international higher education institutions, selected through purposive sampling with specific inclusion criteria. The research instruments comprised: 1) a social media communication pattern analysis form, 2) a current and desired state questionnaire, 3) an interview form, and 4) strategy evaluation forms assessing feasibility, appropriateness, and strategy validation. Statistical analyses included frequency distribution, percentage, mean, standard deviation, and needs assessment index calculation. The findings revealed that: 1) social media communication patterns consisted of presentation formats utilizing short text messages with hashtags (#) in all posts, communication frequency of 1-3 posts per day, content types including identity creation and announcements, interesting content or news presentation, and interactive activity promotion, with predominantly one-way communication characteristics; 2) the developed social media communication strategy for higher education institutions comprised five key components: access channels, presentation formats, communication frequency, content, and communication characteristics.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
The owner of the article does not copy or violate any of its copyright. If any copyright infringement occurs or prosecution, in any case, the Editorial Board is not involved in all the rights to the owner of the article to be performed.
References
Aryanika, S. (2020). The analysis of form and meaning of written language in social media. Advances in Social Science, Education and Humanities Research, 461, 212-216.
Calonge, D. S., Aguerrebere, P. M., Hultberg, P., & Connor, M. (2021). Were higher education institutions communication strategies well suited for the COVID-19 pandemic? Journal of Education and Learning, 10(4), 1-14.
Capriotti, P., Losada-Díaz, J. C., & Martínez-Gras, R. (2023). Evaluating the content strategy developed by universities on social media. Profesional de la información/Information Professional, 32(2), 1-14.
Chaamchan, C. (2020). Teenagers and youth with social media. Retrieved July 24, 2021, from https://www.thaihealthreport.com/th/articles_detail.php?id=64
Chulalongkorn University. (2021). Facebook page of Chulalongkorn University. Retrieved February 11, 2023, from https://www.facebook.com/ChulalongkornUniversity
Cismaru, D. M., Ciochina, R. S., & Burnei, I. (2023). Trends in the online communication of universities: Social media content strategies used in higher education in Europe. In INTED 2023 Proceedings (pp. 5990-5995). Valencia, Spain: IATED.
Ekalestari, S., Barus, E., Hasibuan, A., & Ananda, T. (2022). Penggunaan abreviasi dan akronim dalam berkomunikasi oleh pengguna media sosial. Journal of Education, Humaniora and Social Sciences (JEHSS), 5(1), 135-141.
Falkheimer, J. (2022). What is strategic communication? In J. Falkheimer, & M. Heide (Eds.), Strategic communication: An introduction to theory and global practice (pp. 85-121). London: Routledge.
Fayustov, A. V., Benemanskiy, D. A., & Krasnova, A. V. (2022). Media strategy of the University: Connection between aims, structural solutions and activity. Retrieved May 27, 2023, from https://www.umj.ru/jour/article/view/1444
García-Gordillo, M., Ramos-Serrano, M., & Rivas-de-Roca, R. (2023). Beyond erasmus. communication of european universities alliances on social media. Profesional de la información/Information Professional, 32(4), 1-11.
Gunawan, A. I., Monoarfa, H., Hendrayati, H., Bahri, K. N., Rahayu, A., & Huda, M. (2023). Social media user perception on communication types: Comparing one-two way of communicating brand. Journal of Marketing Innovation (JMI), 3(1), 50-64.
Gutiérrez, V., & Del Pino, A. D. (2023). The impacts of social media in higher education institutions: How it evolves social media in universities. In I. Management Association (Ed.), Research anthology on applying aocial networking strategies to classrooms and libraries (pp. 50-68). Pennsylvania: IGI Global.
Jetsadakulthawee, R. (2019). Effective systemic management strategies in budget disbursement services of treasury and supply units from the perspective of personnel in the Office of Academic Administration and Development, Treasury Division, Faculty/Department under Khon Kaen University (Research report). Khon Kaen: Khon Kaen University.
Kaemket, W. (2012). Research methodology in behavioral sciences. Bangkok: Chulalongkorn University.
Khamprasert, I., & Nattheesri, S. (2020). Marketing communication guidelines for competition of a private higher education institution. Journal of the Council of University Administrative Staff of Thailand, 9(3), 149-160.
Kobenko, Y. V. (2023). Aspects of media communication in social networks. Âzyk i literatura, 20(1), 183-190.
Kurnia, R. Z. T., & Rifa'i, A. (2023). Innovation of communication strategy on the learning process. Jurnal Inovasi dan Teknologi Pembelajaran, 10(2), 141-149.
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: Definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49, 51-70.
Lingling, W., Danko, Y., Artyukhov, A., Dluhopolska, T., & Markovych, I. (2022). Marketing communication strategies of colleges and universities based on spatial and temporal distribution of students. Akademìčnij oglâd, 2(57), 59-68.
Maharatsakul, P. (2017). Planning and management strategies. Bangkok: S. Asia Press (2989). Maneeratta, S. (2021). Adapting to the online world. Retrieved July 24, 2021, from https://www.prachachat.net/columns/news-743562
Minina, A., & Mabrouk, K. (2019). Transformation of university communication strategy in terms of digitalization. In 2019 communication strategies in digital society workshop (ComSDS) (pp. 117-120). St. Petersburg, Russia: IEEE.
Mogaji, E., Maringe, F., & Hinson, R. E. (2020). Introduction: Higher education strategic marketing and brand communications in Africa. In Strategic marketing of higher education in Africa (pp. 1-8). London: Routledge.
Niaz, A. (2019). 6. Generation Z’s Smartphone and Social Media Usage: A Survey. Journalism and Mass Communication, 9(3), 101-122. DOI: 10.17265/2160-6579/2019.03.001
Nurbaiti, N. (2023). Characteristics of Internet, Smartphone, and Social Media Usage among Generation Z in South Jakarta after the COVID-19 Pandemic. Journal of Health Sciences and Epidemiology, 1, 101-108. DOI: 10.62404/jhse.v1i3.26.
Office of the Permanent Secretary, Ministry of Higher Education, Science, Research and Innovation. (2022). New students 2018 - 2022. Retrieved March 5, 2024, from https://info.mhesi.go.th/stat_std_new.php?search_year=2561-2565&download=7242&file_id=202406041511.xlsx
Okocha, D. O., Isah, J. O., & Akpe, S. (2023). Social media: A gateway for online child grooming. In C. Rabadão, L. Santos, & R. Costa (Eds.), Information security and privacy in smart devices: Tools, methods, and applications (pp. 257-281). Uttar Pradesh, India: IGI Global.
Pattasen, S. (2017). Strategy for developing academic support personnel to higher positions at Burapha University (Research report). Chonburi: Burapha University.
Phothong, O. (2022). Organizational strategy factors affecting the creation of learning innovation in a changing society of the Electricity Generating Authority of Thailand (Master thesis). Silpakorn University, Nakhon Pathom.
Prechayawut, P., & Chupradit, S. (2022). The influence of social media addiction on mental health status of university students in Thailand. Suthiparithat Journal, 36(3), 188-207.
Prawichai, S. (2017). Public relations strategies through social media. Electronic Journal of Open and Distance Innovative Learning, 7(2), 1-13.
Purwowidodo, A., & Yasin, M. (2021). Development of corporate marketing communication (CMC) branding model in Iain Tulungagung: Toward the Era of world class university. Al-Tanzim: Jurnal Manajemen Pendidikan Islam, 5(1), 115-128.
Sandle, T. L., & Ju, B. J. (2019). Social media, culture, and communication. Retrieved Mach 5, 2024, from https://oxfordre.com/communication/display/10.1093/acrefore/9780190228613.001.0001/acrefore-9780190228613-e-758
Santoso, V. Y. A. (2022). The Influence of marketing communication and social media marketing on increasing brand awareness to create an intention to buy at University X in Surabaya. International Journal of Review Management Business and Entrepreneurship (RMBE), 2(2), 109-120.
Seeharat, S. (2009). Strategies and guidelines for developing online marketing communications to promote the tourism industry (Master's thesis). Bangkok: Chulalongkorn University.
Senawong, N. (2021). A study of social media usage behavior of Generation Z in the New normal era in Bangkok (Master thesis). Bangkok: Siam University,
Sergeeva, Z. N. (2023). Social media as a new institutional structure for communication. Society and security insights, 6(1), 56-65.
Thapthon, P. (2020). School administration strategies with social responsibility of schools under municipal jurisdiction (Doctoral dissertation). Bangkok: Valaya Alongkorn Rajabhat University.
Tongtawi, N., Patanasiri, A., Srikulwong, M., & Sukwila, A. (2017). Information Representation Format of the Four Most Popular Beauty Bloggers in Thailand on Social Media. Journal of Social Communication Innovation, 5(2), 125-132.
Uea-amonvanich, P. (2023). Social media literacy of Thai teenagers in Bangkok. Silpakorn University Journal, 43(3), 97-109.
Vongmahasetha, T. (2018). Content Marketing Exposure of Online Consumers in Bangkok Area. Journal of Business Administration the Association of Private Higher Education Institutions of Thailand, 7(special), 85–94.
Vongsit, P. (2019). Communication strategies in the era of social media for private schools in Bangkok for organizational image and reputation (Master's thesis). Bangkok: Thammasat University.
We are social. (2021). Digital 2021: The latest insights into the 'state of digital'. Retrieved April 10, 2021, from https://wearesocial.com/uk/blog/2021/01/digital-2021-the-latest-insights-into-the-state-of-digital/
Wongthip, S. (2018). Social network: the online marketing communication strategies for attracting consumers in the digital age. MUT Journal of Business Administration, 15(1), 21-36.
Wut, P. (2022). Factors affecting social media communication strategies for higher education institutions to create Generation Z accessibility (Doctoral dissertation). Bangkok: Valaya Alongkorn Rajabhat University.
