Personalising Twitter communication : an evaluation of ‘rotation-curation’ for enhancing social media engagement within higher education

Condie, J.M, Ayodele, I ORCID:, Chowdhury, S, Powe, S and Cooper, AM ORCID: 2018, 'Personalising Twitter communication : an evaluation of ‘rotation-curation’ for enhancing social media engagement within higher education' , Journal of Marketing for Higher Education, 28 (2) , pp. 192-209.

PDF - Accepted Version
Download (758kB) | Preview
[img] Microsoft Word - Accepted Version
Restricted to Repository staff only

Download (3MB) | Request a copy


Social media content generated by learning communities within universities is serving both pedagogical and marketing purposes. There is currently a dearth of literature related to social media use at the departmental level within Higher Education Institutions (HEIs). This study explores the multi-voiced interactions of a UK Psychology department’s ‘rotation curation’ approach to using Twitter. An in-depth analysis of a corpus of 4342 tweets by 58 curators (14 staff, 41 students, and 3 guest curators) was carried out using a combination of computer-assisted and manual techniques to generate a quantitative content analysis. The interactions received (e.g. retweets and favorites) and type of content posted (e.g. original tweets, retweets and replies) varied by curator type. Student curators were more likely to gain interactions from other students in comparison to staff. This paper discusses the benefits and potential limitations of a multi-voiced ‘rotation curation’ approach to social media management.

Item Type: Article
Schools: Schools > School of Health and Society > Centre for Health Sciences Research
Journal or Publication Title: Journal of Marketing for Higher Education
Publisher: Taylor & Francis
ISSN: 0884-1241
Related URLs:
Depositing User: AM Cooper-Ryan
Date Deposited: 09 Apr 2018 14:53
Last Modified: 15 Feb 2022 23:02

Actions (login required)

Edit record (repository staff only) Edit record (repository staff only)


Downloads per month over past year