Innovative Higher Education

, Volume 42, Issue 2, pp 97–111 | Cite as

Institutional Uses of Twitter in U.S. Higher Education

  • Royce Kimmons
  • George Veletsianos
  • Scott Woodward
Article

Abstract

This study employed data mining and quantitative methods to collect and analyze the available histories of primary Twitter accounts of institutions of higher education in the U.S. (n = 2411). The study comprises a sample of 5.7 million tweets, representing 62 % of all tweets created by these accounts and the entire population of U.S. colleges and universities. With this large, generalizable dataset, researchers were able to determine that the preponderance of institutional tweets are 1) monologic, 2) disseminate information (vs. eliciting action), 3) link to a relatively limited and insular ecosystem of web resources, and 4) express neutral or positive sentiment. While prior research suggests that social media can serve as a vehicle for institutions to extend their reach and further demonstrate their value to society, this article provides empirical and generalizable evidence to suggest that such innovation, in the context of institutional social media use, is limited.

Keywords

Social media Twitter Dialogic communication Data mining 

Notes

Acknowledgments

George Veletsianos acknowledges funding received from the Canada Research Chairs program.

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Copyright information

© Springer Science+Business Media New York 2016

Authors and Affiliations

  • Royce Kimmons
    • 1
  • George Veletsianos
    • 2
  • Scott Woodward
    • 1
  1. 1.Instructional Psychology and TechnologyBrigham Young UniversityProvoUSA
  2. 2.Innovative Learning and TechnologyRoyal Roads UniversityVictoriaCanada

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