Why are Croatian Higher Education Institutions Present on Social Networks?

1. Why are Croatian Higher Education Institutions Present on Social Networks? Kruno Golubić / University Computing Centre / University of Zagreb kruno.golubic@srce.hr Mihaela BanekZorica/ Faculty of Humanities and Social Sciences / University of Zagreb mbanek@ffzg.hr

2. Agenda • Introduction • Research • Findings • Content selection • Presence on social networks • Marketing activities and fulfilment of goals • Communication over social networks • Opinions and views on social networks • Conclusion INFuture2015: e-Institutions – Openness, Accessibility, and Preservation

3. Introduction • Croatian higher education institutions have increasingly started to accept social networks • Reasons why higher education institutions are present on social networks • Insightinto institutions’ views and opinions about social networks • Benefits that their usage brings them INFuture2015: e-Institutions – Openness, Accessibility, and Preservation

4. Research • On-line survey had five main sections • General data • Presence on social networks • Marketing activities and fulfilment of goals • Communication over social networks • Opinions and views about social networks INFuture2015: e-Institutions – Openness, Accessibility, and Preservation

5. Findings • Out of the 53 invited institutions, 30 of them are publicly funded (54%) and 23 are privately funded (46%) institutions • Survey’sresponse rate was 45% (N=24) • Most of the surveys (N=22) were filed out by one of the institution’s employees INFuture2015: e-Institutions – Openness, Accessibility, and Preservation

6. Findings: Contentselection Number of people in charge for the presence on social networks Rules and content guidelines INFuture2015: e-Institutions – Openness, Accessibility, and Preservation

7. Findings: Presence on social networks Presence of institution on social networks Presence on social networks INFuture2015: e-Institutions – Openness, Accessibility, and Preservation

8. Findings: Marketing activities and fulfilment of goals Fulfilment of advertising goals • 13 institutions have advertised on social networks • Privately funded institutions (N=9) are majority of institutions that have advertised on social networks • institutions are satisfied with their advertising activities • advertising over social networks brings benefits to institutions Advertising goals INFuture2015: e-Institutions – Openness, Accessibility, and Preservation

9. Findings: Communication over social networks • Formalcommunication via social networks is the weakest link in the institutions’ presence on social networks • Lackof formal communication lies in the fact that it is hard to prove someone’s identity while communicating via social networks Use of social networks for communication INFuture2015: e-Institutions – Openness, Accessibility, and Preservation

10. Findings: Opinions and views on social networks • Strongly agree (1)|Agree (2)|Neither agree nor disagree (3)|Disagree (4)| Strongly disagree (5) INFuture2015: e-Institutions – Openness, Accessibility, and Preservation

11. Conclusion • Institutions’ managements are supporting presence on social networks • considerable human resources are dedicated to this task • Content published on social networks is gathered from different sources • Important role in content gathering belongs to the staff members and students that provide content for publishing • There are many benefits for institutions that use social networks • Those benefits are not limited only to institutions that use social networks for marketing activities INFuture2015: e-Institutions – Openness, Accessibility, and Preservation

12. Thankyou! kruno.golubic@srce.hr INFuture2015: e-Institutions – Openness, Accessibility, and Preservation