The Digital Strategy of the Andalusian Universities During the Confinement by the COVID-19

What can COVID‐19 pandemic reveal about public purpose of a University? A case study

“…Social media has allowed universities to communicate their value and purpose to a broad audience instantly with a global reach while also expanding their visibility and engagement with their stakeholders (Cestino‐González et al., 2021; Peruta & Shields, 2017). Compared to other communication strategies, mass media platforms have allowed for reaching large audiences making them suitable for communicating the value of colleges and universities at the time of the COVID‐19 pandemic (Cestino‐González et al., 2021) in part because social distancing mandates increased engagement with social media where social interactions can take place without physical contact (Mason et al., 2021). Among various social media platforms, research showed FB has remained the most used platform in higher education to engage with a broader audience (Peruta & Helm, 2018).…”