Social Media Content Analytics beyond the Text: A Case Study of University Branding in Instagram

Social media is unarguably one of the wealthiest sources of information. The opinions shared on social platform have an immense influence towards the brands equity. Social media has flourished with platforms like Facebook, Twitter, and Snapchat, etc. However, over the past decade, Instagram, one of the most famous photo posting social media, has dominated the youth's attention with its unique feature of being the first ever photo sharing application. Over the years, large-scale data of user activity has been collected by researchers, yet not a single research reflects the scope of applying Artificial Intelligence (AI) framework to social media. By applying the advanced frameworks of AI, we can acquire the capability to analyze the content of social media. This content analysis enables us to be privy to numerous brands on social media, namely, retail branding, fashion branding, and, education branding, etc. In this paper, we propose a framework for education branding in social media. Our approach redefines social intelligence by helping students choose their school and provide insight on the rapid growth of the university through ranking, trending sports teams, newly introduced courses, real-time student feedback and future goals of the universities. This case study enables us to interpret social media in a complete innovative view.