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Author ORCID Identifier

Ana-Paula Correia: https://orcid.org/0000-0003-0806-7835

Abstract

This study aims to investigate how educational organizations utilize social media, specifically Twitter, to interact and communicate with their audiences. Using text mining techniques, the researchers analyzed messages from top Twitter accounts of educational organizations in the U.S. The study sheds light on which types of messages receive more engagement on Twitter, such as likes, comments, and retweets. Furthermore, the study examines the characteristics of the most popular tweets. The findings of this research provide insights to educational organizations on how to improve their social media strategy for effective communication and audience engagement.

First Page

134

Last Page

153

Ethics Approval

Yes

Declaration Statement

DECLARATION STATEMENTS

Contribution Statements

All authors contributed to the implementation of this study and the writing of this manuscript. RQ designed the methodology and collected and analyzed most of the data. APC conceptualized the study and co-wrote the literature review, method, results, discussion, and conclusions sections. CL and FX worked with RQ on data analysis and interpretation of results. TL assisted the team with the text-mining technique. All authors read and approved the final manuscript.

Availability of Data and Material

The data will be shared upon request. Currently, it is not available in any publicly available repositories.

Conflict of Interest Disclosure

The authors have no relevant financial or non-financial interests to disclose.

Funding Statement

No funding was received for conducting this study.

Ethics Approval Statement

This study was approved by the Ohio State University’s Institutional Review Board.

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