The management of social media platforms to strategically communicate North-West University values to stakeholders

Abstract

The Fourth Industrial Revolution has redefined how digital platforms are used by individuals and businesses to engage with their stakeholders. In this instance, the study focuses on the management of social media platforms to strategically communicate North-West University (NWU) values to stakeholders. NWU's seven values can be regarded as pillars that play a significant role in informing, educating and influencing stakeholders. This study investigated social media platforms used by the NWU to strategically communicate its values to stakeholders. At the same time, the research sought to gain an in-depth understanding of how NWU uses two selected platforms, namely Facebook and Instagram, as mediums to communicate, while also examining the institution's understanding of its stakeholders to strategically communicate its values. To guide the study, five principles of strategic communication management were identified, namely, (1) alignment with institutional strategy, (2) stakeholder identification, (3) social media platforms as strategic channels, (4) purposive and intentional communication, and (5) engagement on social media. The data collection entailed semi-structured interviews with management and practitioners at the NWU Corporate Relations and Marketing department and qualitative content analysis of the NWU Facebook and Instagram pages. The findings based on the semi-structured interviews illustrated that strategic communication is maximised when a shared understanding exists from the outset between stakeholders and the NWU. They also highlighted that NWU's distinctive approach to communication should set it apart from other institutions, that stakeholder perceptions are important in shaping the content communicated on social media platforms, and that meaningful and impactful engagement will enhance the shared view. The findings affirmed that NWU has embraced diverse stakeholders; however, there is still a need to improve the voice of prospective stakeholders in communicating the NWU values. A consistent tone is needed, but the message should adapt to the nature of each platform when communicating with stakeholders pertaining to the values. Although social media platforms are used to communicate the NWU values, the findings affirm that platforms are used for stakeholders to exchange ideas and collaborate, and that their voice must be audible when communicating their experiences that resonate with set values. These values should be lived out and be visible in how the NWU responds to questions on social media platforms. This feedback and dialogue contribute to participation and interaction on Facebook and Instagram. The findings of the qualitative content analysis indicated that goals and strategies of the institution are important in structuring the framework of institutional communication by aligning the communication goals with the NWU's vision, mission and strategy. Diverse stakeholders are critical in representing the voices of a diverse audience, thereby strengthening communication about the NWU's values and ensuring that these are received by all stakeholders. Moreover, the NWU values are communicated consistently on social media platforms to increase their visibility and maximise their social impact. Active participation on social media platforms stimulates stakeholder interest in university affairs. It also demonstrates the institution's commitment to stakeholder collaboration and continuous social dialogue. While the findings of this study are specific to the case of NWU and cannot be generalised to all higher education institutions, they provide meaningful insights for similar institutions aiming to enhance the strategic communication of their values via social media platforms.