Social Media and Italian Universities: An Empirical Study on the Adoption and Use of Facebook, Twitter and Youtube

25 Pages Posted: 2 Jan 2012  

Alessandro Lovari

University of Siena

Fabio Giglietto

University of Urbino Carlo Bo

Date Written: January 2, 2012

Abstract

The aim of the paper is to investigate the use of social media by Italian universities as communication and relational tools.

An analysis of the 95 Italian higher education institutions highlights how nearly half of the universities (51.6%) have an official presence on at least one social media. In particular, private institutions and small-medium size universities are those that are mostly embracing the relational potentialities of these participatory media. Finally, in order to evaluate the social media performances of the analyzed institutions, we introduce the 'university social media performance index' (USMPI).

Implications for public relation research and practices are discussed.

Keywords: social media, university, public relations, Facebook, Twitter, YouTube

Suggested Citation

Lovari, Alessandro and Giglietto, Fabio, Social Media and Italian Universities: An Empirical Study on the Adoption and Use of Facebook, Twitter and Youtube (January 2, 2012). Available at SSRN: https://ssrn.com/abstract=1978393 or http://dx.doi.org/10.2139/ssrn.1978393

Alessandro Lovari

University of Siena ( email )

Via Banchi di Sotto, 55
Siena, 53100
Italy

Fabio Giglietto (Contact Author)

University of Urbino Carlo Bo ( email )

Via Saffi 15
Urbino, Pesaro-Urbino 61029
Italy
+390722305726 (Phone)
+390722305727 (Fax)

HOME PAGE: http://www.uniurb.it

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