ES
ID
U
EG
R
O
SC
, ES
ID
U
EG
R
O
SC
, ES
ID
U
EG
R
O
SC
, Bell, Bryman & Harley: Business Research Methods, 5th edition
tweets met the dialogic loop principle, primarily through retweets, indicating that
universities are not successfully using this tool in the way it is promoted.
Discussion and further research
More work will be needed to explore the reasons for these findings and if social
media tools such as Twitter can function in a dialogical manner. The small significant
SC
difference found between universities’ and liberal arts colleges’ use of the principle of
usefulness of information and the larger difference in their use of the principle of
generation of return visits may be explained by the size and resources available to
these institutions. Larger institutions often have more events on campus, more
O
successful sports teams, and greater capacity for faculty research and awards. This
may lead to more media coverage and more opportunities to tweet links to outside
R
sources.
EG
Questions for consideration
1) What do you think the ‘content’ part of this content analysis refers to? What
other content could be included?
U
2) What other research methods would you use to complement this content
analysis with further study?
ID
3) In addition to this study, how would you conduct a content analysis of
universities’ websites?
ES
Source
Linvill, D., McGee, S., and Hicks, L. (2012), ‘Colleges’ and Universities’ use of
Twitter: A content analysis’, Public Relations Review, 38(4): 636-638.
ID
U
EG
R
O
SC
, ES
ID
U
EG
R
O
SC
, ES
ID
U
EG
R
O
SC
, Bell, Bryman & Harley: Business Research Methods, 5th edition
tweets met the dialogic loop principle, primarily through retweets, indicating that
universities are not successfully using this tool in the way it is promoted.
Discussion and further research
More work will be needed to explore the reasons for these findings and if social
media tools such as Twitter can function in a dialogical manner. The small significant
SC
difference found between universities’ and liberal arts colleges’ use of the principle of
usefulness of information and the larger difference in their use of the principle of
generation of return visits may be explained by the size and resources available to
these institutions. Larger institutions often have more events on campus, more
O
successful sports teams, and greater capacity for faculty research and awards. This
may lead to more media coverage and more opportunities to tweet links to outside
R
sources.
EG
Questions for consideration
1) What do you think the ‘content’ part of this content analysis refers to? What
other content could be included?
U
2) What other research methods would you use to complement this content
analysis with further study?
ID
3) In addition to this study, how would you conduct a content analysis of
universities’ websites?
ES
Source
Linvill, D., McGee, S., and Hicks, L. (2012), ‘Colleges’ and Universities’ use of
Twitter: A content analysis’, Public Relations Review, 38(4): 636-638.
