Assessing the Engagement Strategies of Indonesia’s Top 5 Universities on Instagram
Abstract
This research aims to assess the engagement strategies of Indonesia's top 5 universities on Instagram, analyzing how these strategies enhance interaction with the audience. Utilizing a combination of content analysis and machine learning, the study scrutinizes various elements like posting frequency, content type, and usage of hashtags. The findings reveal that strategic content placement, emotional appeal, and the incorporation of interactive elements significantly bolster engagement. These strategies are particularly effective in fostering a vibrant academic community and enhancing the universities' outreach efforts. This study contributes to the understanding of digital engagement in higher education and offers actionable insights for optimizing social media marketing strategies.
Full text article
Generated from XML file
References
Alfonzo, P. (2023). Getting Granular— Uncovering Actionable Insights for Effective Social Media Management in the Higher Education Sector. Journal of Nonprofit & Public Sector Marketing, 35(5), 468–493. https://doi.org/10.1080/10495142.2021.1970078
Bonilla, M. del R., Perea, E., del Olmo, J. L., & Corrons, A. (2020). Insights into user engagement on social media. Case study of a higher education institution. Journal of Marketing for Higher Education, 30(1), 145–160. https://doi.org/10.1080/08841241.2019.1693475
Clark, M., Fine, M. B., & Scheuer, C.-L. (2017). Relationship quality in higher education marketing: the role of social media engagement. Journal of Marketing for Higher Education, 27(1), 40–58. https://doi.org/10.1080/08841241.2016.1269036
Eger, L., & Gangur, M. (2024). How Universities Communicate with the Public via Social Media: A Content Analysis. Communication Today, 156–173. https://doi.org/10.34135/communicationtoday.2024.Vol.15.No.1.10
Farrel, M., Romadhony, A., & Hasmawati, H. (2022). Content and Context Based Analysis of University Social Media Engagement. JATISI (Jurnal Teknik Informatika Dan Sistem Informasi), 9(4), 3227–3237. https://doi.org/10.35957/jatisi.v9i4.2696
Frey, J.-C., Ebner, M., & Schön, M. (2013). Social Media Usage at Universities - How Should it Be Done? Proceedings of the 9th International Conference on Web Information Systems and Technologies, 608–614. https://doi.org/10.5220/0004515506080614
Hu, Y., Manikonda, L., & Kambhampati, S. (2014). What We Instagram: A First Analysis of Instagram Photo Content and User Types. Proceedings of the International AAAI Conference on Web and Social Media, 8(1), 595–598. https://doi.org/10.1609/icwsm.v8i1.14578
Jaakonmäki, R., Müller, O., & vom Brocke, J. (2017). The Impact of Content, Context, and Creator on User Engagement in Social Media Marketing. https://doi.org/10.24251/HICSS.2017.136
Juhaidi, A., Fuady, M. N., Ramadan, W., & Ma’ruf, H. (2024). Instagram activities, engagement and enrollment intention in Indonesia: A case in the third largest island in the world. Nurture, 18(2), 435–455. https://doi.org/10.55951/nurture.v18i2.642
Kurniawan, Y., Setiawan, S., Bhutkar, G., Johan, & Cabezas, D. (2020). Instagram Engagement for University. 2020 International Conference on Information Management and Technology (ICIMTech), 887–892. https://doi.org/10.1109/ICIMTech50083.2020.9211134
Kusumasondjaja, S., Tomo, F. C., Ramadhan, W. H., Alfayeda, A. N., & Rusnadi, I. M. O. (2023). Perbandingan Social Media Engagement pada Konten Instagram Universitas di Indonesia dan di Luar Negeri: Peran Visual Aesthetics dan Message Orientations. Prosiding Seminar Nasional Forum Manajemen Indonesia - e-ISSN 3026-4499, 1, 14–25. https://doi.org/10.47747/snfmi.v1i.1460
Kusumawati, A. (2019). Impact of Digital Marketing on Student Decision-Making Process of Higher Education Institution: A Case of Indonesia. Journal of E-Learning and Higher Education, 1–11. https://doi.org/10.5171/2019.267057
Marwa, U., Farida Hariyati, & Deni Adha Akbari. (2023). The The Use of Instagram for Promoting Private Higher Education In Jakarta Indonesia. Mediator: Jurnal Komunikasi, 16(1). https://doi.org/10.29313/mediator.v16i1.2166
Oliveira, L., & Figueira, Á. (2015). Social Media Content Analysis in the Higher Education Sector. International Journal of Web Portals, 7(2), 16–32. https://doi.org/10.4018/IJWP.2015040102
Peruta, A., & Shields, A. B. (2018). Marketing your university on social media: a content analysis of Facebook post types and formats. Journal of Marketing for Higher Education, 28(2), 175–191. https://doi.org/10.1080/08841241.2018.1442896
Quijada, M. del R. B., Perea Muñoz, E., Corrons, A., & Olmo-Arriaga, J.-L. (2022). Engaging students through social media. Findings for the top five universities in the world. Journal of Marketing for Higher Education, 32(2), 197–214. https://doi.org/10.1080/08841241.2020.1841069
Ramadanty, S., Safitri, Y., & Suhendra, H. (2020). Social Media Content Strategy for Higher Education, Indonesia. 2020 International Conference on Information Management and Technology (ICIMTech), 336–341. https://doi.org/10.1109/ICIMTech50083.2020.9211216
Ramadanty, S., & Syafganti, I. (2021). Discovering Indonesian Higher Education Promotional Content through Instagram. 2021 International Conference on Information Management and Technology (ICIMTech), 320–325. https://doi.org/10.1109/ICIMTech53080.2021.9535064
Rosli, N. A. A., & Husin, M. H. (2019). Initial Exploration on an Effective Social Media Analytics Method and Algorithm for Instagram Hashtags. International Journal of E-Business Research, 15(3), 1–15. https://doi.org/10.4018/IJEBR.2019070101
Santosa, S., & Oktavianti, R. (2023). Berpikir Kreatif Humas di Media Sosial Instagram dalam Membangun Citra Positif Perguruan Tinggi (Studi Kasus Pada Akun @Untarjakarta). Prologia, 7(1), 71–80. https://doi.org/10.24912/pr.v7i1.15790
Sarbani, Y. A., & Lestari, I. (2022). Strategi Promosi Universitas Swasta melalui Instagram Pengamatan terhadap Akun Instagram Resmi 6 Universitas Swasta Unggulan di Jawa Timur. Jurnal Administrasi Bisnis FISIPOL UNMUL, 10(2), 150. https://doi.org/10.54144/jadbis.v10i2.8519
Shin, D., He, S., Lee, G. M., Whinston, A. B., Cetintas, S., & Lee, K.-C. (2016). Content Complexity, Similarity, and Consistency in Social Media: A Deep Learning Approach. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.2830377
Singh, N., Jaiswal, A., & Singh, T. (2023). Best time to post and review on Facebook and Instagram: analytical evidence. South Asian Journal of Marketing, 4(2), 128–141. https://doi.org/10.1108/SAJM-09-2022-0059
Tafesse, W., & Wood, B. P. (2023). Social media influencers’ community and content strategy and follower engagement behavior in the presence of competition: an Instagram-based investigation. Journal of Product & Brand Management, 32(3), 406–419. https://doi.org/10.1108/JPBM-02-2022-3851
Thorgren, E., Mohammadinodooshan, A., & Carlsson, N. (2024). Temporal Dynamics of User Engagement on Instagram: A Comparative Analysis of Album, Photo, and Video Interactions. ACM Web Science Conference, 224–234. https://doi.org/10.1145/3614419.3644029
Wahid, R. M., & Gunarto, M. (2022). Factors Driving Social Media Engagement on Instagram: Evidence from an Emerging Market. Journal of Global Marketing, 35(2), 169–191. https://doi.org/10.1080/08911762.2021.1956665
Bonilla, M. del R., Perea, E., del Olmo, J. L., & Corrons, A. (2020). Insights into user engagement on social media. Case study of a higher education institution. Journal of Marketing for Higher Education, 30(1), 145–160. https://doi.org/10.1080/08841241.2019.1693475
Clark, M., Fine, M. B., & Scheuer, C.-L. (2017). Relationship quality in higher education marketing: the role of social media engagement. Journal of Marketing for Higher Education, 27(1), 40–58. https://doi.org/10.1080/08841241.2016.1269036
Eger, L., & Gangur, M. (2024). How Universities Communicate with the Public via Social Media: A Content Analysis. Communication Today, 156–173. https://doi.org/10.34135/communicationtoday.2024.Vol.15.No.1.10
Farrel, M., Romadhony, A., & Hasmawati, H. (2022). Content and Context Based Analysis of University Social Media Engagement. JATISI (Jurnal Teknik Informatika Dan Sistem Informasi), 9(4), 3227–3237. https://doi.org/10.35957/jatisi.v9i4.2696
Frey, J.-C., Ebner, M., & Schön, M. (2013). Social Media Usage at Universities - How Should it Be Done? Proceedings of the 9th International Conference on Web Information Systems and Technologies, 608–614. https://doi.org/10.5220/0004515506080614
Hu, Y., Manikonda, L., & Kambhampati, S. (2014). What We Instagram: A First Analysis of Instagram Photo Content and User Types. Proceedings of the International AAAI Conference on Web and Social Media, 8(1), 595–598. https://doi.org/10.1609/icwsm.v8i1.14578
Jaakonmäki, R., Müller, O., & vom Brocke, J. (2017). The Impact of Content, Context, and Creator on User Engagement in Social Media Marketing. https://doi.org/10.24251/HICSS.2017.136
Juhaidi, A., Fuady, M. N., Ramadan, W., & Ma’ruf, H. (2024). Instagram activities, engagement and enrollment intention in Indonesia: A case in the third largest island in the world. Nurture, 18(2), 435–455. https://doi.org/10.55951/nurture.v18i2.642
Kurniawan, Y., Setiawan, S., Bhutkar, G., Johan, & Cabezas, D. (2020). Instagram Engagement for University. 2020 International Conference on Information Management and Technology (ICIMTech), 887–892. https://doi.org/10.1109/ICIMTech50083.2020.9211134
Kusumasondjaja, S., Tomo, F. C., Ramadhan, W. H., Alfayeda, A. N., & Rusnadi, I. M. O. (2023). Perbandingan Social Media Engagement pada Konten Instagram Universitas di Indonesia dan di Luar Negeri: Peran Visual Aesthetics dan Message Orientations. Prosiding Seminar Nasional Forum Manajemen Indonesia - e-ISSN 3026-4499, 1, 14–25. https://doi.org/10.47747/snfmi.v1i.1460
Kusumawati, A. (2019). Impact of Digital Marketing on Student Decision-Making Process of Higher Education Institution: A Case of Indonesia. Journal of E-Learning and Higher Education, 1–11. https://doi.org/10.5171/2019.267057
Marwa, U., Farida Hariyati, & Deni Adha Akbari. (2023). The The Use of Instagram for Promoting Private Higher Education In Jakarta Indonesia. Mediator: Jurnal Komunikasi, 16(1). https://doi.org/10.29313/mediator.v16i1.2166
Oliveira, L., & Figueira, Á. (2015). Social Media Content Analysis in the Higher Education Sector. International Journal of Web Portals, 7(2), 16–32. https://doi.org/10.4018/IJWP.2015040102
Peruta, A., & Shields, A. B. (2018). Marketing your university on social media: a content analysis of Facebook post types and formats. Journal of Marketing for Higher Education, 28(2), 175–191. https://doi.org/10.1080/08841241.2018.1442896
Quijada, M. del R. B., Perea Muñoz, E., Corrons, A., & Olmo-Arriaga, J.-L. (2022). Engaging students through social media. Findings for the top five universities in the world. Journal of Marketing for Higher Education, 32(2), 197–214. https://doi.org/10.1080/08841241.2020.1841069
Ramadanty, S., Safitri, Y., & Suhendra, H. (2020). Social Media Content Strategy for Higher Education, Indonesia. 2020 International Conference on Information Management and Technology (ICIMTech), 336–341. https://doi.org/10.1109/ICIMTech50083.2020.9211216
Ramadanty, S., & Syafganti, I. (2021). Discovering Indonesian Higher Education Promotional Content through Instagram. 2021 International Conference on Information Management and Technology (ICIMTech), 320–325. https://doi.org/10.1109/ICIMTech53080.2021.9535064
Rosli, N. A. A., & Husin, M. H. (2019). Initial Exploration on an Effective Social Media Analytics Method and Algorithm for Instagram Hashtags. International Journal of E-Business Research, 15(3), 1–15. https://doi.org/10.4018/IJEBR.2019070101
Santosa, S., & Oktavianti, R. (2023). Berpikir Kreatif Humas di Media Sosial Instagram dalam Membangun Citra Positif Perguruan Tinggi (Studi Kasus Pada Akun @Untarjakarta). Prologia, 7(1), 71–80. https://doi.org/10.24912/pr.v7i1.15790
Sarbani, Y. A., & Lestari, I. (2022). Strategi Promosi Universitas Swasta melalui Instagram Pengamatan terhadap Akun Instagram Resmi 6 Universitas Swasta Unggulan di Jawa Timur. Jurnal Administrasi Bisnis FISIPOL UNMUL, 10(2), 150. https://doi.org/10.54144/jadbis.v10i2.8519
Shin, D., He, S., Lee, G. M., Whinston, A. B., Cetintas, S., & Lee, K.-C. (2016). Content Complexity, Similarity, and Consistency in Social Media: A Deep Learning Approach. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.2830377
Singh, N., Jaiswal, A., & Singh, T. (2023). Best time to post and review on Facebook and Instagram: analytical evidence. South Asian Journal of Marketing, 4(2), 128–141. https://doi.org/10.1108/SAJM-09-2022-0059
Tafesse, W., & Wood, B. P. (2023). Social media influencers’ community and content strategy and follower engagement behavior in the presence of competition: an Instagram-based investigation. Journal of Product & Brand Management, 32(3), 406–419. https://doi.org/10.1108/JPBM-02-2022-3851
Thorgren, E., Mohammadinodooshan, A., & Carlsson, N. (2024). Temporal Dynamics of User Engagement on Instagram: A Comparative Analysis of Album, Photo, and Video Interactions. ACM Web Science Conference, 224–234. https://doi.org/10.1145/3614419.3644029
Wahid, R. M., & Gunarto, M. (2022). Factors Driving Social Media Engagement on Instagram: Evidence from an Emerging Market. Journal of Global Marketing, 35(2), 169–191. https://doi.org/10.1080/08911762.2021.1956665
Authors
Akbari, D. A., Rochaety , E., Wulan, M., Purwandari, D., & Adji, F. (2024). Assessing the Engagement Strategies of Indonesia’s Top 5 Universities on Instagram. Agregat: Jurnal Ekonomi Dan Bisnis, 8(2), 146–166. https://doi.org/10.22236/agregat_vol8.i2/16005
Copyright and license info is not available