Social Media perspective on Business school's engagement with data-driven work environment skills

The increasing digitalization of business processes require business school graduates to possess soft skills and data science skills necessary to perform in a data-driven work environment. These skills consist of Big data, relational Big Data, data analysis, communication, collaboration, ICT literacy, and citizenship. Business schools should provide learning activities that stimulate the necessary skills. In order to assess how business schools, on aggregate, are performing with regard to providing the necessary learning opportunities, we have investigated business schools social media engagement with regard to curating topics on the relevant skills. This enabled to collect a large amount of data on representative institutions, and provide insights into business schools engagement. The results indicate that business schools consider some skills to be important to talk about (e.g., Big Data), whereas other skills are less attractive for general engagement, but score higher on our scale of ‘skills to teach about’ (e.g., communication). We conclude that social media behavior of business schools provide a real-time proxy measure of the skills they are stimulating in students and the skills they desire to be perceived to have expertise in.