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

Translated title of the contribution: Twitter's contribution to improving strategic communication in Latin American universities

Alba Patricia Guzmán Duque, María Esther del Moral Pérez

Research output: Contribution to journalArticlepeer-review

10 Scopus citations

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.

Translated title of the contributionTwitter's contribution to improving strategic communication in Latin American universities
Original languageSpanish
Pages (from-to)478-493
Number of pages16
JournalRUSC Universities and Knowledge Society Journal
Volume10
Issue number2
DOIs
StatePublished - Jul 2013
Externally publishedYes

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