![]() ![]() This was done via an extensive review of the literature and various industry journals. Additionally, this study sought to understand issues that may hinder a university from being able to quickly adopt to the technological needs of students and the platforms they use for communications. This indicates that best practices as determined by corporations for engaging with customers and potential customers also apply for universities in dealing with students. The results of this study did show that those universities better at applying corporate best practices did see higher engagement rates with statistical significance. These metrics were then correlated with overall engagement rates on the various social media platforms. Adherence to social and digital media corporate best practices were observed and noted. All content on Facebook and Twitter for the nine universities under study was examined for a 4-week evaluation period. ![]() ![]() This research employed a case study and correlational analytical approach. The purpose of this study was to (1) research how these universities are using social/digital communications to engage with students and prospective students (2) compare the executional tactics of universities to corporate best practices (3) determine if by applying corporate best practices universities reap the same benefits as corporate in terms of higher engagement rates with their customers and (4) determine if a correlation exists between a university’s Forbes ranking and its use of social media communications best practices. This study examined the digital and social media communication practices of nine urban universities including UMSL and compared those to known corporate best practices. Overall they believe that digital activism can make a difference and that the internet and social media are vital to the success of activism campaigns. The Net Generation pays attention to digital activism and takes interest in the issues raised by online campaigns. Most believe that people participate in online campaigns to help raise awareness as well as for selfish reasons, such as appearing as a good person. The findings from the data collected showed that members of the Net Generation perceive digital activism to be effective in raising mass awareness and that they are generally inclined to participate in slacktivism if they deem the cause worthy. They were also asked questions about their opinions of the specifics of digital activism and their reactions to seeing it on their social networks. Data was collected by sending an online survey to the student body of UCT over the course of 5 days, with questions made to determine if they fit the characteristics of the Net Generation found in literature. The sample selected was students of the University of Cape Town. The strategy of the research was to use a survey with a cross sectional timeframe. This research aimed to fill this gap in literature by finding the perceptions of the Net Generation of digital activism. However, digital activism and the Net Generation had not been studied together previously. ![]() The Net Generation, people born between 19 who have grown up with technology and the internet, have been shown to be the ones that tend to take part in digital activism. It refers to the efforts made on digital media to raise awareness for and make a difference to causes using methods outside of traditional activism, such as social media and online petitions. Digital activism has become an increasingly researched phenomenon as instances of online activism campaigns have become more numerous over the past decade. ![]()
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