Academic connectivity in the Online Era: Unraveling Social Media Engagement patterns among leading Global Universities
DOI:
https://doi.org/10.65222/VIRAL.2026.5.32.52Keywords:
Abstract
Purpose: This study examines how top-ranked global universities, based on the QS World University Rankings, engage with audiences across major social media platforms to strengthen their digital presence and interaction.
Design/Methodology: The study adopts a content analysis approach to examine the social media activity of selected universities across multiple platforms, including YouTube, Facebook, LinkedIn, Instagram, and X. Social media analytics tools such as Social Blade and Phlanx were used to collect engagement data. Metrics including likes, comments, shares, and follower interactions were analyzed to evaluate the level of audience engagement across these platforms.
Findings: The results indicate notable differences in engagement levels among the platforms. Facebook recorded the highest engagement rates among the analyzed platforms, while X showed comparatively lower interaction levels. The findings also reveal that no single university consistently achieved the highest engagement across all platforms. Instead, universities demonstrated varying strengths depending on the platform used, suggesting that each platform offers different opportunities and challenges for institutional communication and outreach.
Practical Implications: The study highlights the importance of adopting platform-specific strategies for social media engagement in higher education. Universities can enhance their online presence by tailoring content and communication approaches according to the characteristics and audience behavior of each platform.
Social Implications: Effective use of social media platforms can improve communication between universities and their stakeholders, including students, researchers, alumni, and the wider public. This can contribute to greater visibility, accessibility, and engagement within the global academic community.
Originality/Value: This study contributes to the understanding of digital engagement strategies in higher education by providing a comparative overview of how globally ranked universities utilize multiple social media platforms. It offers insights that may help academic institutions refine their social media strategies to enhance institutional visibility and audience interaction in an increasingly digital academic environment.
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