A COMPARATIVE STUDY ON THE USE OF FACEBOOK IN PUBLIC RELATIONS ACTIVITIES IN HIGHER EDUCATION INSTITUTIONS

Authors

Keywords:

Public Relations, University, Facebook, Social Media

Abstract

In this study which is based on how Facebook is used by the universities in social media, the appearance of Facebook accounts of universities were tried to be described. Another aim of the study is to analyse which universities use Facebook more actively, what are the shares, and the distribution of the shares regarding the weekdays and weekends using the content analysis method. The population of the study consists of the verified Facebook accounts of 185 universities in Turkey in 2017 while the sample of the study consists of 10 the state university ranked in URAP TR 2016-2017 and 10 the private universities in URAP TR 2016-2017. Facebook accounts of the two groups were analysed using Boomsocial computation and analysis software. As a result of the research, it is possible to say that the universities do not follow a common social media policy as the state and the private university group, that each university's target group is unique, that the expectations of the target group are different, and that they respond differently to different criteria.

 

Published

2020-08-11

Issue

Section

Papers