A framework to improve social media as a communication tool in technical vocational education and training colleges in South Africa: a case of twitter.
- Nyamanhare, Sangudzayi Innocent
- Authors: Nyamanhare, Sangudzayi Innocent
- Date: 2021-02
- Subjects: Social media , Education, Higher , Universities and colleges
- Language: English
- Type: Master's theses , text
- Identifier: http://hdl.handle.net/10353/20495 , vital:46008
- Description: South Africa uses social media as a communication tool. The use of Twitter as a communication tool in Technical Vocational Education and Training Colleges (TVET) in South Africa is a crucial factor for efficient and effective communication between TVET College administration and stakeholders such as prospective students, students, prospective employers, prospective employees and the Twitter community which follow various Twitter accounts. Literature has found that TVET Colleges use Twitter in a monologic manner which promotes one-way information flow. Twitter is also used in a limited fashion and within silos within TVET Colleges that have incorporated this social media platform into their communication strategy. The main purpose of this research study was to develop a framework to improve social media as a communication tool in TVET Colleges in South Africa. The Social Media-Integration- Theory-Model was used as the theoretical framework to evaluate the use of Twitter in TVET Colleges in South Africa, thus enabling the development of critical success factors to improve the use of social media as a communication tool. The Interpretivist paradigm and qualitative research approach was chosen for this study. Netnography was used to collect the online data from Twitter that was analysed in the study. Data was collected from 36 TVET Colleges in South Africa that have a Twitter account over a one-year period (April 2019 – March 2020). After the data collection, content and thematic analysis were used to analyse the date. The study developed a framework from the analyses of tweets which incorporated the four constructs from the Social-Media-Integration-Theory-Model. The study also developed five critical success factors, namely, procuring and maintaining of ICT infrastructure; implementing a policy that guide the use of social networks for communication purposes in TVET Colleges; raising awareness on the use of Twitter as a tool for communication; intensive training to manage administration of Twitter accounts and appointing champions to promote Twitter as a communication tool in TVET Colleges. , Thesis (MCom) (Information Systems)-- University of Fort Hare, 2021
- Full Text:
- Date Issued: 2021-02
- Authors: Nyamanhare, Sangudzayi Innocent
- Date: 2021-02
- Subjects: Social media , Education, Higher , Universities and colleges
- Language: English
- Type: Master's theses , text
- Identifier: http://hdl.handle.net/10353/20495 , vital:46008
- Description: South Africa uses social media as a communication tool. The use of Twitter as a communication tool in Technical Vocational Education and Training Colleges (TVET) in South Africa is a crucial factor for efficient and effective communication between TVET College administration and stakeholders such as prospective students, students, prospective employers, prospective employees and the Twitter community which follow various Twitter accounts. Literature has found that TVET Colleges use Twitter in a monologic manner which promotes one-way information flow. Twitter is also used in a limited fashion and within silos within TVET Colleges that have incorporated this social media platform into their communication strategy. The main purpose of this research study was to develop a framework to improve social media as a communication tool in TVET Colleges in South Africa. The Social Media-Integration- Theory-Model was used as the theoretical framework to evaluate the use of Twitter in TVET Colleges in South Africa, thus enabling the development of critical success factors to improve the use of social media as a communication tool. The Interpretivist paradigm and qualitative research approach was chosen for this study. Netnography was used to collect the online data from Twitter that was analysed in the study. Data was collected from 36 TVET Colleges in South Africa that have a Twitter account over a one-year period (April 2019 – March 2020). After the data collection, content and thematic analysis were used to analyse the date. The study developed a framework from the analyses of tweets which incorporated the four constructs from the Social-Media-Integration-Theory-Model. The study also developed five critical success factors, namely, procuring and maintaining of ICT infrastructure; implementing a policy that guide the use of social networks for communication purposes in TVET Colleges; raising awareness on the use of Twitter as a tool for communication; intensive training to manage administration of Twitter accounts and appointing champions to promote Twitter as a communication tool in TVET Colleges. , Thesis (MCom) (Information Systems)-- University of Fort Hare, 2021
- Full Text:
- Date Issued: 2021-02
The use of social media for marketing and communication purpose in institutions of higher learning
- Authors: Mangolothi, Brightness
- Date: 2012
- Subjects: Branding (Marketing) , Social media , Online social networks , Internet marketing , Education, Higher
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8821 , http://hdl.handle.net/10948/d1019698
- Description: Social media have become a widely used tool to communicate with the orgnisations stakeholders. Institutions of higher learning are also venturing into this new way of marketing and communication. This study intended to determine how South African institutions of higher learning are using social media for marketing and communication purposes. Firstly, a literature study was conducted to gain an understanding on how social media are used. Further an empirical study was conducted, which consisted of two phases. The first phase was a case study on NMMU and Stellenbosch University. Structured-interviews, focus groups and observation were used to collect data from the cases. The collected data were then used to construct a questionnaire that was used for a survey. The survey was distributed to all 23 universities, 50 public FET colleges and the 200 private FET college. 92 institutions responded to the survey. The findings prove that there are various opportuntities and challenges in using social media although it should be stressed that the opportunities outweigh the threats. There is no visible difference between colleges social media implementation in relation to institutions of higher learning. Most institutions use more than one social media tool. Facebook is the most widely used social media followed by Twitter, YouTube and LinkedIn. Flickr, MXit, Google+ and Blog are the least used social media. The observations of the NMMU and Stellenbosch University show that these two institutions are striving to engage with their target audiences. Although the institutions are using social media, some of the concerns are that institutions are not measuring their social media use. For those who are measuring, most depend on the free measurement tools which focus only on the quantitative measure. The governance of the social media use is none existent. Most respondents stated that they do not have a policy or guidelines informing social media management. Most of the respondents felt that they want to use more social media tools in future although some of the challenges alluded to were lack of capacity, human resources and budget.
- Full Text:
- Date Issued: 2012
- Authors: Mangolothi, Brightness
- Date: 2012
- Subjects: Branding (Marketing) , Social media , Online social networks , Internet marketing , Education, Higher
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8821 , http://hdl.handle.net/10948/d1019698
- Description: Social media have become a widely used tool to communicate with the orgnisations stakeholders. Institutions of higher learning are also venturing into this new way of marketing and communication. This study intended to determine how South African institutions of higher learning are using social media for marketing and communication purposes. Firstly, a literature study was conducted to gain an understanding on how social media are used. Further an empirical study was conducted, which consisted of two phases. The first phase was a case study on NMMU and Stellenbosch University. Structured-interviews, focus groups and observation were used to collect data from the cases. The collected data were then used to construct a questionnaire that was used for a survey. The survey was distributed to all 23 universities, 50 public FET colleges and the 200 private FET college. 92 institutions responded to the survey. The findings prove that there are various opportuntities and challenges in using social media although it should be stressed that the opportunities outweigh the threats. There is no visible difference between colleges social media implementation in relation to institutions of higher learning. Most institutions use more than one social media tool. Facebook is the most widely used social media followed by Twitter, YouTube and LinkedIn. Flickr, MXit, Google+ and Blog are the least used social media. The observations of the NMMU and Stellenbosch University show that these two institutions are striving to engage with their target audiences. Although the institutions are using social media, some of the concerns are that institutions are not measuring their social media use. For those who are measuring, most depend on the free measurement tools which focus only on the quantitative measure. The governance of the social media use is none existent. Most respondents stated that they do not have a policy or guidelines informing social media management. Most of the respondents felt that they want to use more social media tools in future although some of the challenges alluded to were lack of capacity, human resources and budget.
- Full Text:
- Date Issued: 2012
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