Social Media Analytics in Education: What Is It, How Is It Useful, and What Does It Tell Us About How Schools Are Discussed in Social Media?

Abstract

This study measured the salience of, sentiment of, and topics about schools in social media. Based on a mixed-methods approach, results indicated that school districts do not appear to be discussed often or widely, but the small numbers of people who communicate about districts do so repeatedly, positively, and in concentration. Larger and wealthier districts are more salient in social media and discussed more positively. The topics in social media about education fall within eight general themes. Sources of social media include school districts, news media, and nondistrict. The most dominant type was YouTube, while the least prevalent were Facebook and Twitter.