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另类香港大专院校排行榜 - 社交媒体篇

常见的大专院校排行榜一般是以学术水平、研究发展和学术引用等准则排名。我们搞搞新意思,以各大专院校的社交媒体专页互动量来排名。利用社交媒体监察系统搜寻香港各大专院校社媒专页互动量(包括赞好、分享和评论等),2019年1月1日至5月15日的十大排名如下:

第一位:理工大学IG帐户

第二位:中文大学面书专页

第三位:香港大学IG帐户

第四位:科技大学IG帐户

第五位:理工大学面书专页

第六位:中文大学IG帐户

第七位:演艺学院IG帐户

第八位:岭南大学IG帐户

第九位:浸会大学面书专页

第十位:香港大学面书专页

这些大专院校用什么策略做它们的社媒专页呢?我们看互动量三甲的例子分析一下。排第一位的理大IG帐户帖文大部分以英文写作,似乎目标对象并不限于香港人。以招生的角度来说,能接触国际学生当然好。但对本地的香港学生而言,英文帖文可能少了一份亲切感。理大IG很多posts都是以短短几句讲学生或校友的故事(例如以下两篇),毕业生到无国界医生组织做护士和做义工等故事讨好,对大学的整体形象很有帮助。

 
 
 
 
 
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#WeArePolyU - When did you find your calling in medical and humanitarian relief work? — “In my final year at PolyU, my classmates and I provided healthcare education services in a rural village in the Chinese mainland under the University’s Service-Learning programme. This experience helped me understand that no matter how scarce are the resources around, I can still bring quality healthcare services to people in need.” — Cheuk-pong joined Doctors Without Borders/Médecins Sans Frontières (MSF) as an expatriate nurse in 2013 and has committed to provide nursing care to people affected by war and infectious diseases, as well as communities with limited healthcare resources. He has also participated in field missions delivering emergency aid in countries including Pakistan, West Africa, Yemen, with a firm belief that nursing care has no boundaries. — Cheuk-pong Chiu │ School of Nursing alumnus @PolyU_Nursing — #PolyU #PolyUalumni #alumni #alumnus #hongkong #hkig #university #reliefwork #DoctorsWithoutBorders #healthcare #nursingcare #nursing #nurse #servicelearning #MédecinsSansFrontières #OpeningMinds #ShapingtheFuture #启迪思维 #成就未来 @DoctorsWithoutBorders @medicisenzafrontiere #MSF

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#WeArePolyU - What motivates you to participate in voluntary work? — “Happiness! Apart from bringing joy to the needy, voluntary work also gives me strength to overcome negative thoughts!” — Sammi was once unsociable due to a severe condition of eczema and stress from studying. With the encouragement from her teacher, she started to join voluntary work to care for the needy and stray animals. These experiences empowered her to open up and her eczema has improved gradually. — Now a PolyU Physiotherapy student, Sammi is keen to take part in and organise voluntary services. She is recently selected as an awardee of the 2018-19 Hong Kong Outstanding Youth Volunteers Scheme. — Sammi Lau @sammilsm_ │ Department of Rehabilitation Sciences student — #PolyUspring #PolyUstudent #student #PolyU #hongkong #hkig #university #socialwork #socialresponsibility #education #voluntarywork #volunteer #eczema #physiotherapy #OpeningMinds #ShapingtheFuture #启迪思维 #成就未来

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总互动量排第二位的香港中文大学面书专页帖文很多都是中英双语的,同时照顾了香港和英语国家的受众。内容有齐中英文版本是好事,但对内容制作团队的负担不少。尤其是中大的面书专页帖文数量很高,今年已发布超过150条帖文。相比之下,总互动量排第一的理大IG只发了三十几个posts。下面这个是中大面书专页在2019年互动量最高的post,也是讲学生的小故事,这方面与理大IG的受欢迎posts类似。可见这种人性化小故事帖文颇能吸引互动量。

总互动量排第三位的香港大学IG帐户帖文基本上是全英文。如果说理大和中大的受欢迎帖文是以讲“人”为主,那港大的受欢迎帖文似乎是以讲“事”为主了。例如以下这篇港大IG今年互动量最高的post标榜港大的百年歴史,也充分利用了Instagram主打图片的特性。

 
 
 
 
 
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Why do a #10yearchallenge when you can actually do a #100yearchallenge? Here is to many more hundred years to come! #HKU #TiesWithHKU #ThriveWithHKU #hkumainbuilding #HKUintl

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利用社媒监察系统,时刻留意竞争对手在其社媒专页的做法和效果,是标竿(benchmark)别人市务营销和传讯策略的捷径。

*以上文章使用 iThink Trending 社媒监察系统搜寻按互动量排列的相关帖文。iThink系统是 Social Media Marketers 降低成本和增加效果的工具。 查询:info@iThinkTrending.com