Professional Documents
Culture Documents
14019030011
13023048003
13048005087
Abstract
Table of Contents
Acknowledgments.....................................................................6
Introduction to project...............................................................6
Problem Origination.................................................................................. 6
Research Objectives................................................................................. 6
Research Questions:................................................................................. 7
Research philosophy.............................................................................. 10
Research Logic....................................................................................... 10
Research type:....................................................................................... 10
Research Strategy:................................................................................. 10
Collection of Data................................................................................... 11
Interview 1................................................................................................ 11
Interview 3................................................................................................ 15
interview
4
16
Observations...........................................................................17
Data Analysis..............................................................................20
CODING................................................................................................... 20
Discussion on Analysis........................................................................... 26
Conclusion:................................................................................. 28
Appendixes.............................................................................. 29
Company name:
ANILA
MUSHTAQ
OMER
RASHEED
AMNA
SHAHID
KHAN
Acknowledgments
We would like to thank DR Yasir Rashid for giving us an opportunity and proper
guidance to make this research project on perception of people towards UMT presence on
SOCIAL MEDIA We have learnt many things from this research project and we thank
you from bottom of our heart.
Introduction
The Office of Communications and Media (OCM) is promoting the image of the
University through concerted branding efforts. OCM designs and maintains UMT and
allied websites. This Office produces university publications and promotional material
such as the prospectus, brochures, newsletter, etc.
OCM ensures strategic and creative communication between UMT and its target
audience in order to increase student enrollment, streamline communication between
the various stakeholders and establish the Universitys reputation as a center of
excellence. Strategic communication for brand development .Specific purpose
publications. Web Design, Development and Maintenance .Creative design and printing
(prospectus, brochures, advertisements, university stationery, backdrops/flexes, etc.
Problem Origination
We need improvement but we have to identify the real problem. Students must be
consulted to know how to enhance its popularity. They can any barriers if present
new outlook could prove to be better in this context.
Research Objectives
Research Questions:
Literature Review
Statement of Policy
Be professional UMT social media posts must never contain or link to Obscene or indecent
website Threats Derogatory remarks directed at specific social groups, institutions or the
University Be yourself No UMT student or employee is allowed to make a statement on behalf of
another student or employee. Failure to conform to this practice will result is strict disciplinary
action. This applies to UMT social media sites and also to personal sites that identify the owner
as a UMT student or employee.
Applicability
The social media guidelines are applicable to all UMT students and employees posting on behalf
of the University as well as those who are using social media for collaborative purposes while
identifying their affinity with UMT. Content Management Accept responsibility You are personally
responsible for the content that you post on the University social media site.
Statement of Policy Social media sites and platforms such as Facebook and Twitter have
emerged as the most effective means to communicate with a large audience in the fastest
possible way.
All comments and discussions must be moderated by the social media sites admins to
eliminate abusive, unethical or off-topic remarks.
Do not promote personal views UMT social media sites cannot be used to project your own
personal views.
Use of logos The UMT logo, images or iconography may not be used on personal social
media sites.
Social Media
Facebook: http://www.facebook.com/terms.php
Twitter: http://twitter.com/tos
Social Media Ethics Get your facts right Some of you may be authorized to maintain a social
media site on behalf of the university. Moderation of comments Since social media sites are
participatory in nature, they involve multiple sharing among users.
Design
Research philosophy:
Research Logic:
The Research Logic we used was Induction because of the through explanations it gives
about what is going on related to the problem.
Research type:
The research type used in this project is qualitative because we have to gather the data in
descriptive form. We gave the respondent the opportunity to give a free and open opinion.
Research Strategy:
The research strategy we used is case study. Because we wanted qualitative and
descriptive responds.
Collection of Data
The data was collected from interviews and observations.
Interviews were conducted in unstructured method. The interviews we conducted were
discussion based. We gave the respondent opportunity to narrate their personal
experiences or what they think about the problems related to both the issues.
Sample/Participant Selection
We took four in-depth interviews
Interview no 1:
Name
Arham
Gender:
Male
Degree Program:
MBA
Semester:
6th semester
Duration time Interview
:
12 minutes
Interview no 2:
Name
HASSAN ALI
Gender:
Male
Degree Program:
(MMM)
Semester:
5 semester
Duration time Interview:
12minutes
Place Where the Interview Was Conducted:
North Block
Reasons for Selection:
Well experienced;
Senior and well exposed.
Interview No 3:
Name
SAJJID ALI
Gender:
Male
Degree Program:
MHRM
Semester:
6 Semester
Duration of Interview:
10 Minutes
Place Where the Interview Was Conducted:
Central Block
Interview No 4:
Gender: Male
Degree Program:
Semester:
5 Semester
Duration of Interview:
25 Minutes
Place Where the Interview Was Conducted:
Library Building
Reasons for Selection:
More information and interest
Daily check in Facebook
Senior
We observed that the Facebook page of UMT is good, updates are posted regarding
all the activates which are being held in UMT on daily bases. It portrait the life in
campus in a dignified way and leave a good impression on viewer but not real
effective in terms of student facilitation. Information given on page is what
management want students to know, its a one way communication. While
checking the page we came to know that most of the concerns of students are not
answered properly by any professionals or teachers, senior students are answering
their questions which may affect the reliability of information. Students are being
told to contact their course coordinator or concerned person which clearly not
resolve the issue over page and leave no point for a student to think that they can
get help and get their issues resolved over this medium.
Coding:
Professionals working
application for
professionals
Facebook is my favorite social
network.
Focused Coding
Facebook commonly
preferred
How active are you on social networks and how many people are you connected with?
Response
Initial Coding
Focused Coding
Habitual of use
I am mostly connected
with my colleague and
friends through mobile
calls and SMS and use
Facebook and twitter for
information only.
Heavy use
How often you visit UMTs Facebook page? How useful you find it?
Response
Initial Coding
Focused Coding
I've visited the page I
believe like twice when I
used to be on Facebook.
Twice in a week, it is
useful for the latest news
Twice in a week
Useful for updates
and updates
Initial Coding
Focused Coding
upcoming information
Information about
upcoming events.
I get no information
about my courses or any
worth able information
about my learning, so I
think it is waste of time.
No learning
Informational, but
specific information is
only presented
specific information
Waste of time
Have you been to any other university's official page? If yes, how different it was than of
UMTs?
Response
Initial Coding
Initial Coding
Yes, FORMAN
CHRISTIAN COLLEGE and
it is much better than UMT
page because it cover all the
areas of university activities.
Lahore University of
Management And Sciences
page is good
Do you think that presence of UMT on social media is helping the vision of UMT?
Response
Initial Coding
Focused Coding
Complementary use of
Facebook by the university.
Initial Coding
Focused Coding
The information is
quite reliable. I've
always find the
timings mentioned of
the events to be
correct.
Quite reliable
information about
events.
It is reliable but
the only problem in
this page is that not all
the information is
being updated.
Specific information
No mentioning of
critical information
Reliability cannot be
determined by the
presented data. Its
pretty much useless.
Is the UMT Facebook page helping to improve brand image of the university?
Response
Initial Coding
Focused Coding
No its not.
Negative response
No its not.
Negative response
Negative response
. Response
Initial Coding
Focused Coding
Negative response
Not preferred
Not at all
Negative response
No information available.
Not really.
Negative response
Initial Coding
More information is
required.
More diversity
Focused Coding
departmentally present, by
authorized personnel. There
has been no departmental
related information posted
Conclusion
The project started off with Problem identification and its background. Then research objectives
and research questions were formulated. Followed by this interview questions were designed and
four in-depth interviews were conducted. Observations were noted down. Literature was
reviewed and research design was formulated. The philosophy was interpretivism, logic was
Induction. Type of research was Qualitative, research strategy was case study and data collection
method was interviews and observations. Data analysis was done via coding. Conclusion of the
research findings was discussed and concluded.
We find out that the presence of UMT on social media, website as compare to other universities
is above average in terms of keeping them updated on upcoming events, book fairs, job fairs and
other activities, which may be a good marketing strategy to penetrate large global audience in the
fastest possible way but its not helping students with their day to day queries and ambiguities.
General information is provided on UMT page unlike other universities who have forms and
groups of each department connected to their Facebook page. UMT page can be transformed to
hidden curricula where information should be posted by all departments. Teachers should be the
part of this initiative and provide support and help to students in their entrepreneurial ideas to be
the leaders through learning process. Make is more like a two way communication where
students come up with their problems and queries and can get them solved or at least correct and
valid information from responsible personnel. Improved facilitation process can help improving
brand image of UMT.
Appendices
Interview 1
Interview questions and Answers
How active are you on social networks and how many people are you
connected with?
. I'm only active on LinkedIn and I would say have a habit of checking in after every 5
mins.
How often you visit UMTs Facebook page? How useful you find it?
I've visited the page I believe like twice when I used to be on Facebook.
Page normally had pictures of the campus and students. It had also some information
of upcoming events.
Have you been to any other universitys page? If yes, how different
it was than of UMTs?
. I believe the page is just for that purpose, presence. And that everybody uses that
platform so UMT is there as well. The vision of Umt is not defined by its Facebook page.
The information there is quite reliable. I've always find the timings mentioned of the
events to be correct.
university?
Facebook page is not the factor which contributes towards the universities brand
image. So cannot really say in that regard.
. Include more pictures. Include more information about the mission and vision about
the university and diversify it from other universities such as LSE and UCP.
Interview 2
Interview questions and Answers
How active are you on social networks and how many people are you connected
with?
100 people I used to spend 30 min daily
How often you visit UMT's official face book page? How useful you find it?
Twice in a week, it is useful for the latest news and updates
Have you been to any other university's official page? If yes, How different it was
than of UMTs?
YES, FORMAN CHRISTIAN COLLEGE and it is much better than UMT page because it
cover all the areas of university activities.
Do you think that presence of UMT on social media is helping the vision of UMT?
Yes to some extent
How reliable information is given on UMT face book page?
It is reliable but the only problem in this page is that not all the information is being
updated.
Is the UMT face book page helping to improve brand image of the university?
No
Interview 3
What are your favorite social networks?
My favorite social network is twitter because it give me accurate and real
information, but I often use Facebook to check updates but I really like twitter.
How active are you on social networks and how many people are you
connected with?
I am mostly connected with my colleague and friends through mobile calls and
SMS and use Facebook and twitter for information only.
How often you visit UMT's official Facebook page? How useful you find it?
I check fb page every day but that is useful only when i want to know about the
events nothing else.
What sort of activities are being held on UMT page?
I get no information about my courses or any worth able information about my
learning, so I think it is waste of time.
Have you been to any other university's official page? If yes, how different it
was than of UMTs?
I have seen the Lahore University of Management And Sciences page. That is good
because there are informative thing such as projects and activities.
Do you think that presence of UMT on social media is helping the vision of
UMT?
No I dont think so because most of the time students are sharing their personal
emotions and feelings about something which is not related to our studies.
How reliable information is given on UMT Facebook page?
You can get only general information there, not the critical one which may put you
in a bad situation after relying on it.
Is the UMT Facebook page helping to improve brand image of the
university?
No its not.
Is UMT page useful in your curricular education?
No it is not helpful for my circular education because there is no such information
available.
What improvements can be done on page?
I believe if UMT really wants to improve this page and want make it more
popular and helpful for students then some senior and professional people should run and
handle it.
Interview 4