Social and Behavioral Sciences Commons^™

From The Viewbook To Facebook: A Content Analysis Of Universities' Facebook Posts To Measure Organization-Public Relationships, Aariel Roxanne Charbonnet

LSU Master's Theses

This study examined StudentAdvisor.com's top 25 social media colleges to determine the ways in which these universities communicated with their various publics on Facebook. Using Hon and Grunig's models of public relations as frameworks, a quantitative content analysis was performed. The study considered each individual post on the universities' Facebook walls (n=709) over the course of a three-week period. The study's research questions were based on whether the posts promoted Hon and Grunig's relationship indicators, as well as what public relations models the posts resembled. Results indicated that posts were least likely to resemble the two-way symmetrical model and seldom …