Impacto de twitter en la comunicación y promoción institucional de las universidades Impact of twitter on communication and institutional promotion of universities

Duque, Alba Patrícia Guzmán; Pérez, María Esther del Moral; Guevara, Fernando González Ladrón de; Gómez, Hermenegildo Gil

doi:10.12795/pixelbit.2013.i43.10

Cited by 9 publications

(6 citation statements)

References 23 publications

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“…Regarding the use of hashtags, the results are in line with those of Guzmán Duque et al [58] in their study on the impact of the use of Twitter in the organizational field. In this work, the authors highlighted the potential of these markers in facilitating the promotion and projection of the organization to the audience.…”

Section: Volumes Components and Publication Moments That Increase Content Recognition (Rqi)supporting

confidence: 89%

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The Efficiency of Social Network Services Management in Organizations. An In-Depth Analysis Applying Machine Learning Algorithms and Multiple Linear Regressions

Matosas-López¹,

Romero-Ania²

2020

Applied Sciences

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The objective of this work is to detect the variables that allow organizations to manage their social network services efficiently. The study, applying machine learning algorithms and multiple linear regressions, reveals which aspects of published content increase the recognition of publications through retweets and favorites. The authors examine (I) the characteristics of the content (publication volumes, publication components, and publication moments) and (II) the message of the content (publication topics). The research considers 21,771 publications and thirty-nine variables. The results show that the recognition obtained through retweets and favorites is conditioned both by the characteristics of the content and by the message of the content. The recognition through retweets improves when the organization uses links, hashtags, and topics related to gender equality, whereas the recognition through favorites increases when the organization uses original tweets, publications between 8:00 and 10:00 a.m. and, again, gender equality related topics. The findings of this research provide new knowledge about trends and patterns of use in social media, providing academics and professionals with the necessary guidelines to efficiently manage these technologies in the organizational field.

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Section: Volumes Components and Publication Moments That Increase Content Recognition (Rqi)supporting

confidence: 89%

“…Along the same lines, there are studies that indicate that organizations should not settle for using their accounts to build their institutional image but rather must also protect the reputation of the organization [57]. Some authors claim that properly managed, social network services can even serve as a customer acquisition tool [58].…”

Section: Discussionmentioning

confidence: 99%

The Efficiency of Social Network Services Management in Organizations. An In-Depth Analysis Applying Machine Learning Algorithms and Multiple Linear Regressions

Matosas-López¹,

Romero-Ania²

2020

Applied Sciences

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“…These platforms were not only used for educational purposes but also to promote their institutions aiming at recruiting potential students. This idea was corroborated by the study conducted by Guzmán Duque et al (2013), which examined the hashtag contents of Twitter accounts belonging to the top 200 universities in Shanghai Ranking. This study identified two predominant trends: stimulating communication and interaction within the university community and disseminating corporate information.…”

Section: Marketing In Spanish Universities: An In-depth Look At Its E...mentioning

confidence: 84%

“…Subsequently, nine more universities joined in the same year, reaching an 86.9% adoption rate by July 2012 (Paniagua Rojano et al , 2012). Although Twitter was soon regarded as a powerful catalyst for communication and educational interaction within the university community (Guzmán Duque et al , 2013), research conducted on the contents and activity volume of Spanish universities on Twitter during these early years revealed a notable deficiency in terms of communication effectiveness and impact. Rodríguez Ruibal and Cristino (2012) conducted a quantitative analysis on the Twitter engagement of all the Spanish universities in 2012.…”

Section: Marketing In Spanish Universities: An In-depth Look At Its E...mentioning

confidence: 99%

Twitter killed the media star: a historical evolution of marketing communication used by Spanish universities

Orgilés-Amorós,

Ruiz Moreno,

Penagos-Londoño

et al. 2023

JHRM

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Purpose In recent decades, higher education institutions (HEIs) have increasingly adopted marketing-oriented approaches. While the adoption of marketing was slower in Europe and Spain, it has become a vital tool for HEIs, both to stay competitive in a changing socio-economic context and to face the challenges posed by the transition to the University 2.0 model. This study aims to analyse the historical evolution of communication techniques used by universities, bringing into focus the relevance of social networks in the most recent decades. Design/methodology/approach This research methodology consists of two components. Firstly, a comprehensive analysis of the available data is conducted to investigate the earliest marketing and communication actions involving universities, as well as their evolution over time, contextualizing this within the significant shifts in the social, political and technological background. Secondly, a specific focus is placed on the contribution of social media, particularly Twitter, as a powerful tool in creating a university brand and effectively promoting educational institutions, especially during the last stage of this historical evolution. To identify and analyse these trends, Natural Language Processing is used, specifically by leveraging topic modelling techniques. Findings The results of this analysis offer insights into the evolution of marketing communication applied by Spanish universities and show the increasing importance of social networks and the use of specific topics and contents to enhance their impact on engagement. Originality/value This study contributes to the literature by using a novel methodological approach to the research on the historical development of communication in universities in Spain, providing guidance to manage their social media strategy to differentiate themselves, increase engagement and foster brand loyalty.

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“…RACIAS al desarrollo de Internet y al interés de la población por incrementar su participación en los procesos de toma de decisión de las instituciones, han aparecido diferentes herramientas que, aprovechando las particularidades del entorno digital, han Navarida, 2012; Guzmán et al, 2013).…”

Section: Introductionunclassified

Los medios digitales españoles: procesos de cambio e innovación

Santamaría¹,

Bahón²

2016

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Impacto de twitter en la comunicación y promoción institucional de las universidades Impact of twitter on communication and institutional promotion of universities

Abstract: La presente investigación estudia la presencia y actividad de

Cited by 9 publications

References 23 publications

The Efficiency of Social Network Services Management in Organizations. An In-Depth Analysis Applying Machine Learning Algorithms and Multiple Linear Regressions

The Efficiency of Social Network Services Management in Organizations. An In-Depth Analysis Applying Machine Learning Algorithms and Multiple Linear Regressions

Twitter killed the media star: a historical evolution of marketing communication used by Spanish universities

Los medios digitales españoles: procesos de cambio e innovación

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