Evaluating the content strategy developed by universities on social media

  1. Capriotti, Paul 1
  2. Losada-Díaz , José-Carlos 2
  3. Martinez-Gras, Rodolfo 3
  1. 1 Universitat Rovira i Virgili
    info

    Universitat Rovira i Virgili

    Tarragona, España

    ROR https://ror.org/00g5sqv46

  2. 2 Universidad de Murcia
    info

    Universidad de Murcia

    Murcia, España

    ROR https://ror.org/03p3aeb86

  3. 3 Universitat de Alicante
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Revista:
El profesional de la información

ISSN: 1386-6710,  1699-2407

Año de publicación: 2023

Título del ejemplar: Digital native media ecosystem

Volumen: 32

Número: 2

Tipo: Artículo

DOI: 10.3145/EPI.2023.MAR.10 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: El profesional de la información

Resumen

La comunicación institucional se ha convertido en un instrumento estratégico para las universidades, ya que facilita las relaciones con sus públicos y permite posicionar la marca institucional, lo que contribuye a construir una reputación distintiva. Los tipos de contenidos difundidos por las universidades sus las redes sociales contribuirán decisivamente a estos objetivos, ya que la forma en que se comunican los diferentes temas puede influir en las percepciones que tienen los públicos sobre estas instituciones de educación superior. Esta investigación analiza los diferentes tipos de contenidos que difunden las universidades (en Europa, Estados Unidos y América Latina) en sus redes sociales (Twitter, Facebook y LinkedIn), para evaluar los principales temas que definen el posicionamiento comunicativo de las universidades. Se realizó un análisis de contenido de las publicaciones que las universidades realizaron en sus redes sociales, un método adecuado para reconocer los temas y tópicos principales de su estrategia de comunicación. Los resultados muestran dos bloques temáticos principales de contenido: funcional (temas de docencia, investigación y participación social) e institucional (temas organizacionales y contextuales). Las publicaciones institucionales conforman el bloque de contenido más destacado, claramente por delante de las publicaciones funcionales. En cuanto a los temas específicos, los tópicos organizativos son los más habituales, muy por encima de las publicaciones sobre docencia o Investigación; el contenido contextual y el de participación social se utilizan marginalmente. La mayoría de las universidades, en todas las regiones y redes sociales, siguen una estrategia dominante de contenido institucional. Así, las instituciones de educación superior están utilizando principalmente las redes sociales como una herramienta estratégica de posicionamiento institucional, más que informar sobre su actividad cotidiana.

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