Document Type
Article
Publication Date
11-2012
Publication Title
Public Relations Review
Volume
38
Issue
4
Publisher
Elsevier
Abstract
This study explored how colleges and universities are employing Twitter, a popular micro-blogging tool. Using Kent and Taylor's principles of dialogic communication, a content analysis was performed on individual tweets (n = 1130) from 113 colleges and universities. Tweets were coded for whether or not they met each principle of dialogical communication and why. It was found that institutions are not employing Twitter in a dialogic way and they are, instead, employing it primarily as an institutional news feed to a general audience. The implications of this finding are discussed.
Recommended Citation
Please use publisher's recommended citation. http://www.sciencedirect.com/science/article/pii/S0363811112000811
Comments
This manuscript has been published in the journal Public Relations Review. Please find the published version here (note that a subscription is necessary to access this version):
http://www.sciencedirect.com/science/article/pii/S0363811112000811
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