Recruit, Retain and Report: UK Universities’ Strategic Communication with Stakeholders on Twitter

Abstract

Like many other organisations, universities are using social media to engage with their stakeholders as they have varying interests and commitments. The chapter focuses on strategic communication and stakeholder engagement by UK universities on Twitter. It presents a descriptive study about their engagement on Twitter in terms of their followers, number of tweets, et cetera. In addition, it analyses the tweets' content to identify British universities' communication strategies. Hence, the results revealed a thematic model in the form of an interrelated conceptual theory that comprises three strands of communication: (i) recruiting prospective students, (ii) retaining present students and staff, and (iii) reporting activities and media coverage. This contribution presents implications for university marketing communications managers who are involved in student recruitment and/or in managing relationships with stakeholders.

Digital Collaborative Tools, Strategic Communication, and Social Capital: Unveiling the Impact of Digital Transformation on Organizational Dynamics

“…The adoption of digital platforms for strategic communication offers a dual advantage: the ability to reach a wider audience more efficiently and the opportunity to engage in two-way communication that enhances stakeholder involvement [46]. Universities, for instance, utilize social media for stakeholder engagement, employing strategies that focus on recruiting prospective students, retaining current students and staff, and reporting on activities and achievements [47]. This thematic approach demonstrates the strategic use of digital communication to fulfill specific organizational objectives while maintaining an ongoing dialogue with key stakeholders.…”