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Contribució de Twitter a la millora de la comunicació estratègica de les universitats llatinoamericanes
Resum
S’analitzen les claus per a una comunicació estratègica eficaç de les universitats a Twitter. S’avalua i es compara l’ús que 263 universitats fan de Twitter mitjançant els seus seguidors, tweets, retweets, replies i hashtags. Així s’obtenen les tendències prioritàries de l’ús que se’n fa per a dinamitzar la comunicació entre els membres de la seva comunitat i difondre informació institucional. Moltes universitats iberoamericanes tenen presència activa a Twitter, però necessiten un gestor de comunitats en línia (community manager) per a gestionar els seus perfils oficials, optimitzar la seva comunicació i augmentar-ne l’abast aprofitant l’activitat dels seus usuaris.
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DOI: http://dx.doi.org/10.7238/rusc.v10i2.1744
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