To be or not to be engaged
(2015) SKOM12 20151Department 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:
http://lup.lub.lu.se/student-papers/record/8260538
- author
- Andersson, Linn LU
- supervisor
- organization
- alternative title
- Student recruitment goes online public relations
- course
- SKOM12 20151
- year
- 2015
- 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}},
language = {{eng}},
note = {{Student Paper}},
title = {{To be or not to be engaged}},
year = {{2015}},
}