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另類香港大專院校排行榜 - 社交媒體篇

常見的大專院校排行榜一般是以學術水平、研究發展和學術引用等準則排名。我們搞搞新意思,以各大專院校的社交媒體專頁互動量來排名。利用社交媒體監察系統搜尋香港各大專院校社媒專頁互動量(包括讚好、分享和評論等),2019年1月1日至5月15日的十大排名如下:

第一位:理工大學IG帳戶

第二位:中文大學面書專頁

第三位:香港大學IG帳戶

第四位:科技大學IG帳戶

第五位:理工大學面書專頁

第六位:中文大學IG帳戶

第七位:演藝學院IG帳戶

第八位:嶺南大學IG帳戶

第九位:浸會大學面書專頁

第十位:香港大學面書專頁

這些大專院校用什麼策略做它們的社媒專頁呢?我們看互動量三甲的例子分析一下。排第一位的理大IG帳戶帖文大部分以英文寫作,似乎目標對象並不限於香港人。以招生的角度來說,能接觸國際學生當然好。但對本地的香港學生而言,英文帖文可能少了一份親切感。理大IG很多posts都是以短短幾句講學生或校友的故事(例如以下兩篇),畢業生到無國界醫生組織做護士和做義工等故事討好,對大學的整體形象很有幫助。

 
 
 
 
 
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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 #啟迪思維 #成就未來 @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 #啟迪思維 #成就未來

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總互動量排第二位的香港中文大學面書專頁帖文很多都是中英雙語的,同時照顧了香港和英語國家的受眾。內容有齊中英文版本是好事,但對内容製作團隊的負擔不少。尤其是中大的面書專頁帖文數量很高,今年已發布超過150條帖文。相比之下,總互動量排第一的理大IG只發了三十幾個posts。下面這個是中大面書專頁在2019年互動量最高的post,也是講學生的小故事,這方面與理大IG的受歡迎posts類似。可見這種人性化小故事帖文頗能吸引互動量。

總互動量排第三位的香港大學IG帳戶帖文基本上是全英文。如果説理大和中大的受歡迎帖文是以講「人」為主,那港大的受歡迎帖文似乎是以講「事」為主了。例如以下這篇港大IG今年互動量最高的post標榜港大的百年歴史,也充分利用了Instagram主打圖片的特性。

 
 
 
 
 
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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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利用社媒監察系統,時刻留意競爭對手在其社媒專頁的做法和效果,是標竿(benchmark)別人市務營銷和傳訊策略的捷徑。

*以上文章使用 iThink Trending 社媒監察系統搜尋按互動量排列的相關帖文。iThink系統是 Social Media Marketers 降低成本和增加效果的工具。 查詢:info@iThinkTrending.com

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