Evaluation of social media usage performance of newly established universities: Twitter footprint

As social media becomes a part of our daily lives, the opportunities it offers are increasing. While it allows people to express themselves and interact, it provides the opportunity for institutions to reflect their corporate image. This study includes the examination of the social media activity of 20 Universities established by the Law No. 7141 published in the Official Gazette dated May 18, 2018 and numbered 30425, using the content analysis method specific to Twitter. It was evaluated how effectively the universities use the Twitter platform by extracting their Twitter footprints. Ranking was made according to the scores obtained by the universities as a result of the evaluations. In addition, recommendations were made about possible improvements in Twitter accounts.