EFFICIENCY OF SOCIAL MEDIA COMMUNICATION OF CZECH UNIVERSITIES AND FACULTIES

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60460709%3A41110%2F16%3A72843" target="_blank" >RIV/60460709:41110/16:72843 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
EFFICIENCY OF SOCIAL MEDIA COMMUNICATION OF CZECH UNIVERSITIES AND FACULTIES
Original language description
Universities and faculties increasingly use social media in their communication with current or prospective students, employees, community etc. Therefore, the aim of the paper is to assess the efficiency of this communication. Data from Facebook (FB) pages in the Czech Republic for 2015 were used. We included the number of fans and number of posts as inputs and posts likes, shares, and comments as outputs in Data envelopment analysis. BCC model was calculated to assess the pure and scale efficiency of the universities and faculties in communication on FB pages. The results show that there were only 5 universities and 12 faculties 100% efficient while others have unused potential for higher outputs as they achieve increasing returns to scale. Average efficiency was lower for universities (48,59%) than for faculties (51,16%). Nevertheless, all should focus on higher users engagement by the interactions with the audience and creating the relevant content.
Czech name
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Czech description
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Publication year
2016
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
PROCEEDINGS OF THE 13TH INTERNATIONAL CONFERENCE EFFICIENCY AND RESPONSIBILITY IN EDUCATION
ISBN
978-80-213-2646-0
ISSN
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e-ISSN
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Number of pages
8
Pages from-to
455-462
Publisher name
Czech University of Life Sciences Prague Kamýcká 129, Prague 6, Czech Republic
Place of publication
Prague, Czech Republic
Event location
Prague, Czech Republic
Event date
Jun 2, 2016
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
000389901400057

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