Selective openness, branding, broadcasting, and promotion: Twitter use in Canada’s public universities

Abstract

The article substantiates the need for educational institutions to use Data Mining technology as a key to successful management decisions in modern realities. The study focuses on working with social media data. The authors emphasized the lack of attention to this issue among both foreign and Ukrainian scientists.The article outlines the algorithm for collecting and transmitting primary data obtained as a result of monitoring the activity of educational institutions in social networks to form models of various types of their actions.The model presented by the authors includes four stages. Stages one and two provide the list of factors / metrics that can be included in the model. These factors require an appropriate and high-quality data collection process. At the next stage, the authors propose data clustering as the most important process for the future use of social network data. It is emphasized that the formation of clusters will depend on the tasks facing the management teams of the educational market. The authors give several examples of such clustering but point out that the list is not exhaustive and can be significantly expanded.An important aspect of the availability of such databases is access to information not only for teachers, but also for all interested university staff. At the same time, each user (students, teachers, staff, administration) will receive data relevant to their requests and needs.The developed methodology will help increase the efficiency of management decision-making and implementation and provide an opportunity to justify the parameters of successful innovation in educational institutions in many respects, including the development of educational programs, implementation of new certification programs and disciplines, other services, etc.

Current initiatives, barriers, and opportunities for networked learning in Latin America

“…However, social media has also been integrated and investigated in secondary education with teenage populations (Dennen et al 2020 ). Today, social media in teaching and learning is used to expand formal learning environments across geographically-dispersed educators (Carpenter et al 2020 ), serve as an outlet of professional development for instructors (Carpenter and Krutka 2014 ; Luo et al 2020 ) and learners (Romero-Hall 2017b ; Rosenberg et al 2016 ), facilitate networked scholarship (Veletsianos 2016 ), engage in informal learning opportunities (Greenhalgh and Koehler 2017 ), and share information and resources from institutions (Kimmons et al 2016 ; Veletsianos et al 2017 ) and educational programs (Romero-Hall et al 2018 ) to members of their communities and the public.…”

Online public relations: What are the mechanisms that should be used by practitioners to elevate their performance?

“…Al-Shohaib, Frederick, Jamal Al-Kandari and Dorsher 2010-Understand the different organizational cultures operating within a single national culture. Veletsianos, Kimmons, Shaw, Pasquini and Woodward, (2017) -Institutional leaders and offices managing social media accounts to reflect on how and why they use these technologies.…”

Distributed Leadership Theory in Creating Capabilities and Learning Outcomes in Higher Education: An Analysis of Online Leadership

“…A content analysis of the Twitter messages among Turkish users was performed to make meaning of those messages. Another study examined up to nine months of Twitter interactions to discover how this social media news platform was being used in the top ten Canadian HE institutions to brand and market themselves online (Veletsianos et al 2017). Further, how did these social media interactions affect faculty and student life?…”