As the director of public affairs at New York University Abu Dhabi, Kate Chandler is always keen to spread the word about any groundbreaking research carried out at the Saadiyat Island campus. And like a growing number of UAE educational institutions, she turns to social media to share news. But not everyone on Facebook wants to read articles about highbrow research, the executive has found. "What they actually respond to is a picture of a bike on campus, and I'm not making that up", she tells an audience at a business breakfast organised by Meltwater, a media intelligence company that NYUAD hires to monitor its social media channels. "We posted a story about sea level change, which got a...
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