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With increased competition and advancements in technology, Higher Education Institutions (HEIs) are forced to improve their communication and enhance their presence on social media. The purpose of the study is to examine and compare the communication strategies of HEIs on Facebook and Twitter in the context of Abu Dhabi, UAE. The study analyzed 4,148 Facebook posts and 6558 tweets from September 1, 2019, to August 31, 2020. This period was considered, covering both pre-Covid and Covid period. The comparison of posts on Facebook and Twitter revealed similarities and differences in terms of posting days, hours, and months. Both platforms heavily relied on visual content, particularly photos. Language choices varied among the platforms.

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Social Media Communication of Abu Dhabi HEIs Across Facebook and Twitter: A Comparative Analysis

  • 会议论文

  • 发表日期：

    2025年

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  • Imen Gharbi,
  • Mohammad Hani Al-Kilani,
  • Ajayeb Salama Abu Daabes,
  • Walaa Saber Ismail

摘要

With increased competition and advancements in technology, Higher Education Institutions (HEIs) are forced to improve their communication and enhance their presence on social media. The purpose of the study is to examine and compare the communication strategies of HEIs on Facebook and Twitter in the context of Abu Dhabi, UAE. The study analyzed 4,148 Facebook posts and 6558 tweets from September 1, 2019, to August 31, 2020. This period was considered, covering both pre-Covid and Covid period. The comparison of posts on Facebook and Twitter revealed similarities and differences in terms of posting days, hours, and months. Both platforms heavily relied on visual content, particularly photos. Language choices varied among the platforms.