Abstract:

The way how the university is perceived on Facebook, LinkedIn, Twitter or on other social networks, can be detected by monitoring social networks. Social network monitoring is an effective tool which help universities to get an idea of what university-related problems people are solving, what people want and what they do not prefer. Monitoring of social networks works on the principle of entering keywords into the analytical and monitoring tool, which we will focus on in our research. The aim of the paper is to propose procedures for monitoring social networks in universities.

We deal with analytical methods in the article, which are divided into internal and external analytical methods. The paper also contains a secondary analysis of external and internal analytical methods (tools) through which the monitoring of social networks is carried out. We study how universities use the social network Facebook, both with internal tools and with the help of tools from Socialbakers.

The performed primary research confirmed the established research assumptions. Based on the performed analysis, we proposed a suitable procedure for universities on how to proceed in the monitoring of social networks (determination of the goal, selection of the place of monitoring, selection of keywords, selection of monitoring tool). We verified the chosen procedure at two specific universities.

Based on the theoretical definition and secondary analysis of the current state in the field of monitoring social networks, we found out that monitoring in Slovakia is still a relatively new area for both companies and universities. The goal of social media monitoring should not only be to monitor conversations about the company in real time, but also the subsequent analysis of these conversations. After choosing the right mix of tools for monitoring and analysis of social media, the company should adequately handle the data obtained. As part of the analysis, the company should choose key users - influencers, with whom it will continue to work. Social media monitoring does not work on the principle, that if the company gets a tool, it will communicate better then.

Keywords:

Social network monitoring, Socialbakers, Facebook Insight, LinkedIn, Twitter, internal analytical method, external analytical method.