Data for Twitter use by Australian universities

Universities are now observed using social media communications channels for a variety of purposes, including marketing, student recruitment, student support and alumni communication. This paper presents an investigation into the use of the Twitter social media platform by universities in Australia, using publicly available Twitter data over a two year period. A social media network visualisation method is developed to make visible the interactions between a university and its stakeholders in the Twitter environment. This analysis method provides insights into the differing ways Australian universities are active on Twitter, and how universities might more effectively use the platform to achieve their individual objectives for institutional social media communications.现有研究观察到，高校正依托社交媒体沟通渠道开展多样化工作，涵盖市场营销、学生招生、学生支持服务以及校友沟通等场景。本研究针对澳大利亚高校使用推特（Twitter）社交媒体平台的情况展开调研，所用数据为两年周期内公开可得的推特平台数据。本研究开发了一种社交媒体网络可视化方法，用以清晰呈现高校与其利益相关者在推特平台环境中的互动关系。该分析方法可帮助研究者洞悉澳大利亚高校在推特平台的差异化运营路径，并为高校如何更高效地利用该平台达成自身机构社交媒体传播的既定目标提供参考思路。