Social networks and institutional communication: the case of Portuguese universities

Palabras clave: social networks, Portuguese universities, institutional communication, social media strategies

Resumen

The media ecosystem has evolved towards a hybrid ecology where social networks form (inter) active consumers who develop new practices and relationships with brands in a collaborative logic, which represents the era of Communication 3.0. Higher education institutions deal with these issues by addressing an audience that is permanently connected through social media. Social networks became part of their communication strategies, which seek to differentiate their offers in a competitive context. This article analyses both the presence in social media and the use of Facebook by Portuguese universities as a tool for institutional communication.

The results show that universities with fewer students can create network value through Facebook and LinkedIn as long as they have a high publication frequency. Institutions with more students achieve higher dynamic of publication and engagement, although smaller institutions attain greater amplification and more visibility.

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Biografía del autor/a

Inês Amaral, Faculdade de Letras da Universidade de Coimbra / Centro de Estudos de Comunicação e Sociedade, Portugal

Professora Associada da Faculdade de Letras da Universidade de Coimbra e investigadora do Centro de Estudos de Comunicação e Sociedade (CECS, UMinho). Tem desenvolvido investigação sobre audiências; participação e media sociais; literacia mediática e digital; género e media.

Sílvio Correia Santos, Faculdade de Letras da Universidade de Coimbra / Centro de Estudos Interdisciplinares do Século XX, Portugal

Professor Auxiliar da Faculdade de Letras da Universidade de Coimbra e investigador do Centro de Estudos Interdisciplinares do Século XX da Universidade de Coimbra (CEIS20). As suas áreas prioritárias de investigação prendem-se com media sociais, literacias digitais e educação, história dos media e rádio.

 

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Publicado
2020-01-30
Cómo citar
Amaral, I., & Correia Santos, S. (2020). Social networks and institutional communication: the case of Portuguese universities. Revista Prisma Social, (28), 20-43. Recuperado a partir de https://revistaprismasocial.es/article/view/3371