Speaking the Right Digital Language: How Post Format and Communication Impact University Facebook Engagement

Social media has become a vital communication tool for higher education institutions (HEIs) to reach larger targets, attract followers, and engage with diverse audiences. This study conducted a quantitative and qualitative analysis of 4148 Facebook posts from 16 public and private HEIs in the United Arab Emirates (UAE). The aim of the study is to evaluate users’ engagement through their reactions to various post characteristics, including format, language, and content type. The posts generated 177,022 emotes, 17,269 shares, and 8374 comments. The results showed that images are an efficient format for boosting interaction, whereas plain text posts did not generate high engagement. The English language was more conducive for generating shares, while Arabic-language posts generated more emotes and likes. The comparative analysis results showed that private HEIs are more active on their Facebook pages than public HEIs. The content analysis suggested that student-related posts generate the highest level of engagement, while announcements and faculty- and research-related posts drive the lowest levels of engagement. These results offer valuable insights into how HEIs can optimize their social media strategies to enhance user engagement.