Abstract:

This paper shows social media analysis and presents results of online engagement within five prominent private universities in Croatia. The primary objective is to analyze their digital presence, focusing on their promotional efforts and influential actions. The research aims to achieve three pivotal goals: firstly, to evaluate the presence and activity across Instagram, TikTok, and YouTube; secondly, to scrutinize the efficacy of their communication strategies; and finally, to assess the implications of social media usage on the overall reputation of these educational institutions. Using quantitative methods that include web scraping, the research examines important metrics like follower numbers, how often posts are made, engagement measures (such as likes, comments, and shares), and the variety of content shared (from images to videos) on the universities' official profiles. The findings and results show distinctive patterns in social media presence and activity among the faculties. While some institutions adept their communication strategies and captivate content that bolsters their reputation, others contend with sustaining consistent engagement and relevance. The research outcomes highlight how crucial it is for private universities to maintain a planned and ongoing presence on social media platforms as it increases visibility and attracts potential students to engage with the university's offerings, fostering a stronger connection and interest in their educational programs and campus life. Furthermore, this study provides valuable insights into the social media practices of higher education institutions in Croatia, offering guidance on how to improve digital strategies and achieve specific objectives.

Keywords:

Social media, analysis, higher education institution, private universities, Croatia, engagement, activity, reputation.