The Algorithmic Public Relations: Managing School Reputation in the Age of Social Media Personalization

Abstract

This study aims to examine how personalization algorithms on social media affect school reputation management and public perception of schools. This research uses a qualitative design with a case study approach in schools. Data were collected through in-depth interviews and participatory observations, which were then analyzed using thematic analysis. The results show that social media personalization algorithms limit the reach of messages delivered by schools, so that even if positive content is uploaded consistently, it can only be received by a limited audience that has relevant engagement or interests. These findings indicate that managing a school's reputation requires adjustments to social media algorithms and more adaptive communication strategies. The contribution of this research is the development of a school reputation management model that is responsive to changes in algorithms and audience preferences. The limitation of this study lies in the use of one case study, so it is recommended for future research to expand the research sample to obtain a more comprehensive picture.