Interactivity Strategies and Engagement in Universities’ Social Media Communication
Insights from Latin America, Europe, and the United States
DOI:
https://doi.org/10.7764/cdi.59.69071Palabras clave:
interactivity, social media, digital communication, institutional communication, universitiesResumen
Este artículo busca analizar si las estrategias de interactividad implementadas por universidades de América Latina, Europa y Estados Unidos en sus redes sociales influyen en el grado de participación de los usuarios. Se realizó un análisis de contenido de 90.241 publicaciones en perfiles institucionales de X/Twitter, Facebook y LinkedIn de 70 universidades. Los resultados muestran que las instituciones latinoamericanas no tienen una estrategia de interactividad notoriamente diferente de las europeas y estadounidenses. Las tasas de interacción logradas son muy bajas en relación con otros sectores y aquellas recomendadas por expertos. La estrategia de interactividad de las universidades no es lo suficientemente adecuada, pues el enfoque de comunicación de las publicaciones es altamente informativo en todas las redes sociales y los recursos de comunicación son principalmente expositivos, aunque cada vez se combinan más con recursos interactivos. Esta investigación propone un marco para medir y evaluar la estrategia de interactividad de las organizaciones en las redes sociales, identificando y analizando sus dimensiones clave.
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