Introduction. Effective digital communication is vital for universities in the modern competitive world, where public visibility, transparency and accountability matter. Maintaining active presence in social media ensures keeping up with the pace on the international academic arena. This involves choosing the platform that best suits the needs of the university. Methods. On the grounds of replicating the empirical Active Presence model introduced by Capriotti, Oliveira and Carretón (2024), this study employs quantitative content analysis of official LinkedIn and Facebook accounts of 3 top universities from different world regions, specifically, Seoul National University (Asia), University of Melbourne (Australia), and University of Cape Town (Africa). The sample includes 234 posts from March 2025. The aim of the research was to analyze their Level of Activity and Type of Presence, and to evaluate the Level of Active Presence of those universities on the chosen social media platforms. Analysis. By analyzing the Level of Active Presence, strategic patterns, platform-specific behaviors, and regional variations of social media usage can be seen. Results. The findings underscore the predominance of proprietary content and the widespread Passive Funnel strategy, where universities focus on proprietary presence with low activity. Conclusions. The study reinforces the need for a well-planned social media communication strategy for universities.
This work is licensed under a Creative Commons Attribution 4.0 International License.