Social engagement analysis in online conversation of Indonesia higher education: Case study: Telkom university

Facebook fan page is used by many organizations to manage its stakeholder. Telkom University manages its Facebook fan page officially to disseminate its activities to its stakeholders. By using Social Network Analysis tools, this fan page´s performance can be interpreted by using social network metrics; hence key role user or activity can be identified. This paper shows the topology and centrality and engagement analysis of Telkom University network in social media. There are 6 metrics used to analyse this network. From those metrics we can obtain users behavior in the network. This research shows that most of engaging topics are around visual presentation of Telkom University building and student communal activities. So far its user behavior haven´t oriented toward insight gathering activities required by Telkom University to improve its activities. Based on this research we may suggest that to improve its content engagement, Telkom University may focus on topics mentioned above, Telkom University physical facilities and student communal activities.