Abstract:

Higher Education Institutions have intensified their use of social media to communicate with students, staff, alumni, prospective applicants, and wider communities. Platforms such as Twitter/X now play a central role in shaping institutional visibility, disseminating research, promoting educational opportunities, and fostering a sense of belonging. Despite this growing importance, there is still limited empirical evidence on how universities structure their messaging, how communication strategies differ across institutions, and which patterns are most effective for engagement and identity building. This study addresses these gaps by analysing how leading global universities use Twitter to communicate, engage, and reinforce their institutional identity.

We compiled and analysed a dataset of more than twenty thousand tweets retrieved from thirteen top universities, covering an academic year. The methodological approach integrated exploratory data analysis, posting-pattern assessment, content classification, clustering, and sentiment and emotion detection. Posting behaviour was examined across time of day, day of week, semester periods, and use of media elements such as images, videos, and links. Tweets were categorised into five main themes related to education, engagement, institutional image, research dissemination, and society-focused messaging, providing a detailed view of communication priorities.

Clustering analysis revealed three distinct communication archetypes. The first group consists of engagement-oriented institutions characterised by frequent posts, strong use of celebratory or community-focused messages, and higher interaction levels. The second cluster includes research-driven institutions that frequently highlight scientific achievements, academic outputs, and innovation. A third, balanced cluster combines educational, research, and engagement-oriented content with a more moderate posting rhythm. These profiles illustrate how universities adopt different approaches depending on their identity, mission, and communication goals.

Sentiment and emotion analysis showed a predominance of positive, constructive tones across institutions. Trust, anticipation, and joy emerged as the most frequent emotional markers, indicating a deliberate effort to promote credibility, optimism, and community cohesion. Differences across universities highlight how emotional framing can support specific priorities such as student motivation, research visibility, or outreach initiatives.

Our study offers several practical implications for higher education managers, communication teams, and decision-makers. The results underline the importance of aligning social media strategies with institutional missions, maintaining a consistent and positive emotional tone, and balancing informational and engagement-driven content. By identifying effective posting patterns and thematic emphases, the findings can support the development of evidence-based communication strategies that strengthen visibility, enhance stakeholder engagement, and reinforce institutional identity in an increasingly competitive educational landscape.

Keywords:

Top-rank Universities, Social Media Analysis, Institutional Identity, Clustering.