Terminology Management for Social Media Communication During Covid 19 Pandemic: A Case Study with a Portuguese Higher Education Institution

Abstract

The process of attracting new students is a constant challenge for Portuguese Higher Education Institutions (HEIs). It is challenging because it implies the definition of a communication strategy that uses both traditional and digital tactics to promote the institution and its educational offer. Considering the constraints resulting from the COVID-19 pandemic, HEIs had to change their strategies and, in a short period, create digital communication mechanisms to facilitate new students' access to relevant information about the institution.

This paper intends thus to determine and evaluate which are the predominant factors in seeking information about a degree in business sciences, specifically regarding the Porto Accounting and Business School in Portugal. To do that, we will consider the various factors that tend to influence the decision-making process of choosing a higher education degree, namely: the institutional website, social networks (Instagram, Facebook, Twitter and YouTube), other contact mechanisms (live chat, e-mail, text messages, ZOOM videoconference) and alumni testimonials. This study will also consider the role of terminology and positive language to obtain a successful communication strategy for social media.

The analysis of these factors, combined with research developed with a focus group of high school students' graduates to assess their online preferences, will allow the presentation of a digital communication proposal whose purpose is to attract and retain new students. This proposal will consider the role of a strategic terminology management approach to capture students' attention when responding to their social media preferences.

This paper results from the perception that being aware of the students' online preferences and communication skills and needs is essential to enhance the quality of the digital communication that HEIs promote in social media channels, especially in a time frame as specific and multifaceted as the one that we are currently experiencing.