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To be or not to be engaged

Andersson, Linn LU (2015) SKOM12 20151
Department of Strategic Communication
Abstract (Swedish)
Digital natives is an age group born into a digital world and who possesses little knowledge about a society without internet or social media. The increased usage of social media has made universities realize that an online social media presence is necessary to attract the attention of their digital native prospective students. Along with social media comes the necessity of create online engagement to interact with stakeholders. The main task for practitioners is to understand what impact digital communication has on the interaction and with stakeholders online. This study is investigating online public relations with emphasis on online engagement in the context of university recruitment. From a social constructivist perspective... (More)
Digital natives is an age group born into a digital world and who possesses little knowledge about a society without internet or social media. The increased usage of social media has made universities realize that an online social media presence is necessary to attract the attention of their digital native prospective students. Along with social media comes the necessity of create online engagement to interact with stakeholders. The main task for practitioners is to understand what impact digital communication has on the interaction and with stakeholders online. This study is investigating online public relations with emphasis on online engagement in the context of university recruitment. From a social constructivist perspective qualitative interviews have been made with both Swedish university communicators and Swedish upper-secondary school students in order to explain, contextualize and problematize how organisations work with digital communication on social media with an aim to create engagement and thereby build relations. The study settles in a discussion whether engagement is indispensable or not for social media employment. (Less)
Popular Abstract
Digital natives is an age group born into a digital world and who possesses little knowledge about a society without internet or social media. The increased usage of social media has made universities realize that an online social media presence is necessary to attract the attention of their digital native prospective students. Along with social media comes the necessity of create online engagement to interact with stakeholders. The main task for practitioners is to understand what impact digital communication has on the interaction and with stakeholders online. This study is investigating online public relations with emphasis on online engagement in the context of university recruitment. From a social constructivist perspective... (More)
Digital natives is an age group born into a digital world and who possesses little knowledge about a society without internet or social media. The increased usage of social media has made universities realize that an online social media presence is necessary to attract the attention of their digital native prospective students. Along with social media comes the necessity of create online engagement to interact with stakeholders. The main task for practitioners is to understand what impact digital communication has on the interaction and with stakeholders online. This study is investigating online public relations with emphasis on online engagement in the context of university recruitment. From a social constructivist perspective qualitative interviews have been made with both Swedish university communicators and Swedish upper-secondary school students in order to explain, contextualize and problematize how organisations work with digital communication on social media with an aim to create engagement and thereby build relations. The study settles in a discussion whether engagement is indispensable or not for social media employment. (Less)
Please use this url to cite or link to this publication:
author
Andersson, Linn LU
supervisor
organization
alternative title
Student recruitment goes online public relations
course
SKOM12 20151
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Online public relations, online engagement, social media, higher education, university communication, strategic communication
language
English
id
8260538
date added to LUP
2015-12-14 11:11:04
date last changed
2015-12-14 11:11:04
@misc{8260538,
  abstract     = {Digital natives is an age group born into a digital world and who possesses little knowledge about a society without internet or social media. The increased usage of social media has made universities realize that an online social media presence is necessary to attract the attention of their digital native prospective students. Along with social media comes the necessity of create online engagement to interact with stakeholders. The main task for practitioners is to understand what impact digital communication has on the interaction and with stakeholders online. This study is investigating online public relations with emphasis on online engagement in the context of university recruitment. From a social constructivist perspective qualitative interviews have been made with both Swedish university communicators and Swedish upper-secondary school students in order to explain, contextualize and problematize how organisations work with digital communication on social media with an aim to create engagement and thereby build relations. The study settles in a discussion whether engagement is indispensable or not for social media employment.},
  author       = {Andersson, Linn},
  keyword      = {Online public relations,online engagement,social media,higher education,university communication,strategic communication},
  language     = {eng},
  note         = {Student Paper},
  title        = {To be or not to be engaged},
  year         = {2015},
}