Contribución de Twitter a la mejora de la comunicación estratégica de las universidades latinoamericanas

  1. Guzmán Duque, Alba Patricia 2
  2. Moral Pérez, María Esther del 1
  1. 1 Universidad de Oviedo
    info

    Universidad de Oviedo

    Oviedo, España

    ROR https://ror.org/006gksa02

  2. 2 Universidad Autónoma de Bucaramanga
    info

    Universidad Autónoma de Bucaramanga

    Bucaramanga, Colombia

    ROR https://ror.org/00gkhpw57

Journal:
RUSC. Universities and Knowledge Society Journal

ISSN: 1698-580X

Year of publication: 2013

Volume: 10

Issue: 2

Pages: 236-251

Type: Article

DOI: 10.7238/RUSC.V10I2.1744 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: RUSC. Universities and Knowledge Society Journal

Abstract

An analysis was performed to identify the key points for achieving effective strategic communication in universities via Twitter. An evaluation and comparison was made of how 263 universities used Twitter by looking at their followers, tweets, retweets, replies and hashtags. The main purposes for its use were identified as boosting communication among members of its community and disseminating institutional information. Many Latin American universities are active on Twitter, but they need community managers to manage their official profiles to optimise communication and to increase their reach by making the most of their users� activity.

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