International Journal of Information Science and Management (IJISM)

Bridging the Digital Frontier: The Integration of Social Media Strategy and Promotion in India's Top 10 Institutes of Technology

Document Type : Original Article

Authors

Arumugam Pitchai 1
Kuna Sriram 2
R Rega 3

1 Librarian, Indian Institute of Astrophysics, Bangalore, Karnataka, India

2 Library Expert Advisor at the Aeronautical Development Agency (ADA), DRDO, Ministry of Defence, Bangalore, Karnataka, India

3 Librarian and Information Assistant, Kalaignar Centenary Library, Tamil Nadu, India

https://doi.org/10.22034/ijism.2025.2025764.1477
Abstract
 
The rise of globalization has elevated standards for higher education and intensified competition among universities. As a result, higher education institutions increasingly turn to online visibility to gain a competitive advantage. This study examines the social media engagement strategies of India's top 10 Indian Institutes of Technology (IITs), chosen based on their prestigious rankings in the National Institutional Ranking Framework (NIRF). Utilizing a quantitative analysis approach, the research employs social media analytics tools like SocialBlade and Phylanx, alongside manual data collection, to analyze data from platforms such as YouTube, Facebook, LinkedIn, Instagram, and Twitter (now X). The study thoroughly examines metrics including subscribers, likes, posts, views, followers, and engagement rates, revealing the profound impact of social media on higher education institutions. The findings indicate that YouTube, followed by Instagram, leads in user engagement rates among these platforms. Conversely, Facebook, despite having the highest number of followers, shows a relatively lower engagement rate. This detailed analysis offers critical insights into the digital landscape of higher education, emphasizing the role of professional data collection and analysis in crafting effective social media strategies. Such strategies are crucial for enhancing the brand value of educational institutions and navigating the competitive online environment.
 
 

Keywords

Higher Education
Social Media
Social Media Analytics
Digital Waves
Branding
Indian Institute of Technology
India

Subjects

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International Journal of Information Science and Management (IJISM)
Volume 23, Issue 2
Spring 2025
Pages 19-38

  • Receive Date 08 May 2024
  • Revise Date 07 April 2025
  • Accept Date 07 April 2025

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