Autor según el artículo: Capriotti P; Carretón-Ballester C; Losada-Díaz JC
Departamento: Estudis de Comunicació
Autor/es de la URV: Capriotti Peri, Vicente-Paul
Palabras clave: Content strategy Digital communication Higher education Institutional communication Social media University
Resumen: Social media have become a key tool in the institutional communication of universities to disseminate content and establish interaction and dialogue with their publics. Content strategy in social networks is a relevant aspect to inform their audiences about their daily activities and position universities in the digital sphere. This article studies the influence of the different types of content posted by universities on their social networks on the level of engagement of their publics. We conducted a content analysis of more than 90,000 posts by 70 universities in three regions (Europe, the United States and Latin America) on their institutional profiles on three social networks (Twitter, Facebook and LinkedIn). The results show that the level of engagement achieved by the universities’ posts is very low. Universities clearly prioritize institutional content over functional content, and organizational topics are the most published on social networks. Institutional content achieves a higher level of engagement than functional content, and posts on organizational topics have the best level of engagement. Our study might refute the hypothesis that “functional content will generate a higher level of engagement than institutional content on social networks.” Thus, it can be concluded that the combination of content on social networks suggests that universities mainly use social networks to develop an institutional positioning strategy on social media.
Áreas temáticas: Ciências sociais aplicadas i Ciencias sociales Communication Comunicação e informação Comunicació i informació Comunicación Cultural studies Información y documentación Media studies and communication
Acceso a la licencia de uso: https://creativecommons.org/licenses/by/3.0/es/
Direcció de correo del autor: paul.capriotti@urv.cat
Identificador del autor: 0000-0002-9398-5886
Fecha de alta del registro: 2024-02-10
Versión del articulo depositado: info:eu-repo/semantics/publishedVersion
Enlace a la fuente original: https://revistas.unav.edu/index.php/communication-and-society/article/view/44735
Referencia al articulo segun fuente origial: Comunicacion Y Sociedad. 37 (1): 41-60
Referencia de l'ítem segons les normes APA: Capriotti P; Carretón-Ballester C; Losada-Díaz JC (2024). Analysing the influence of Universities’ content strategy on the level of engagement on social media. Comunicacion Y Sociedad, 37(1), 41-60. DOI: 10.15581/003.37.1.41-60
URL Documento de licencia: http://repositori.urv.cat/ca/proteccio-de-dades/
DOI del artículo: 10.15581/003.37.1.41-60
Entidad: Universitat Rovira i Virgili
Año de publicación de la revista: 2024
Tipo de publicación: Journal Publications
Repositori URV