EFFICIENCY OF SOCIAL MEDIA COMMUNICATION OF CZECH UNIVERSITIES AND FACULTIES

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

EFFICIENCY OF SOCIAL MEDIA COMMUNICATION OF CZECH UNIVERSITIES AND FACULTIES

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

EFFICIENCY OF SOCIAL MEDIA COMMUNICATION OF CZECH UNIVERSITIES AND FACULTIES

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

AM - Pedagogika a školství

OECD FORD obor

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Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2016

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

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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Počet stran výsledku

8

Strana od-do

455-462

Název nakladatele

Czech University of Life Sciences Prague Kamýcká 129, Prague 6, Czech Republic

Místo vydání

Prague, Czech Republic

Místo konání akce

Prague, Czech Republic

Datum konání akce

2. 6. 2016

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

000389901400057