Assessment of universities according to their social network usage performance of: A case study of twitter and Turkish universities

Any type of information shared by universities via their social network accounts has an impact on their followers. That impact plays an important role on the followers of the university through its social network accounts. Increased the number of followers will have an added value to the impact of these accounts as it impels the followers to make further sharings and postings. The impact of the social network account will be more valuable if the account is managed properly according to its corporate identity. As a part of this study Turkish universities are assessed based on the usage of their social network, and they are ranked with respect to the results of this assessment. The social network considered is Twitter and the official accounts of the Turkish universities are examined. Instead of using the existing Twitter impact score methods, new metrics and measures are proposed based on the corporate identities of universities. These new measures and metrics are used to determine to measure the impact of the accounts. The impact of the accounts are then used to rank the universities based on their social network usage. The developed measures are calculated by using metrics collected by using the JSON data of each Twitter account as provided by the Twitter API and as obtained with the use of PHP scripts. The aim of this study is to use the analysis results of the obtained measures as an improvement basis for the efficient use of the university Twitter accounts.