Main Article Content
Abstract
There are differences in the management of social media at universities that run open and distance higher education systems, such as the Open University. There is an official university account managed by the head office and an official account for unit offices located in the regions. Social media managers must implement effective measures to serve and meet the needs of their stakeholders. The formulation of the problem in this study is how is the performance of social media at the head office and units at the Open University? Socialbakers' professional social media analysis tool is used to monitor social media activity from selected Instagram accounts, namely @univterbuka, @ut_jakarta, @ut.bandung, and @ut.surabaya. This study analyzes the engagement, visual content, copywriting, and content pillars of the account. The results of this study obtain strategies for managing social media at open and distance universities.
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References
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References
Bularca, M. C., Nechita, F., Sargu, L., Motoi, G., Otovescu, A., & Coman, C. (2022). Looking for the Sustainability Messages of European Universities’ Social Media Communication during the COVID‐19 Pandemic. Sustainability (Switzerland), 14(3). https://doi.org/10.3390/su14031554
IDN Times. (2022). Ranking Kampus di Indonesia dengan Website dan Media Sosial Terbaik. https://www.idntimes.com/life/education/muhammad-tarmizi-murdianto/ranking-kampus-di-indonesia?page=all
Ismail, F. (2021). The utilization of Social Media in marketing the Lebanese Higher Education institutions. SHS Web of Conferences, 111, 01004. https://doi.org/10.1051/shsconf/202111101004
Kumar, V., & Mehendale, S. (2022). Personality type of consumers and their engagement with brands on Instagram. Cardiometry, 23, 468–475. https://doi.org/10.18137/cardiometry.2022.23.468475
Maresova, P., Hruska, J., & Kuca, K. (2020). Social media university branding. Education Sciences, 10(3), 1–14. https://doi.org/10.3390/educsci10030074
Munadi, M., & Annur, F. (2021). The Utilization of Social Media in the State Islamic Universities in Indonesia. Cendekia: Jurnal Kependidikan Dan Kemasyarakatan, 19(2), 345–371. https://doi.org/10.21154/cendekia.v19i2.2707
Musfira, A. F., Ibrahim, N., & Harun, H. (2022). A Thematic Review on Digital Storytelling (DST) in Social Media. Qualitative Report, 27(8), 1590–1620. https://doi.org/10.46743/2160-3715/2022.5383
Trombeta, G., & Cox, S. M. (2022). The Textual-Visual Thematic Analysis: A Framework to Analyze the Conjunction and Interaction of Visual and Textual Data. Qualitative Report, 27(6), 1557–1574. https://doi.org/10.46743/2160-3715/2022.5456
ÜSTÜNDAĞLI ERTEN, E., ZALLUHOĞLU, E., & GÜNAY, N. (2022). Evaluating Marketing and Trendy Topics From Marketing Managers’ Perspective: Do the Work of Marketing Academicians “Make Sense” To Marketing Managers? Ege Akademik Bakis (Ege Academic Review), March. https://doi.org/10.21121/eab.1101002
We Are Social. (2022). DIGITAL 2022: ANOTHER YEAR OF BUMPER GROWTH.
Yang, C. (2021). Research in the Instagram Context: Approaches and Methods. The Journal of Social Sciences Research, 71, 15–21. https://doi.org/10.32861/jssr.71.15.21
Zhou, L., & Xue, F. (2021). Show products or show people: an eye-tracking study of visual branding strategy on Instagram. Journal of Research in Interactive Marketing, 15(4), 729–749. https://doi.org/10.1108/JRIM-11-2019-0175