The social networks in management of the university communication [Las redes sociales en la gestión de la comunicación universitaria]

Abstract

The huge growth of communication from traditional to digital has led organizations to restructure their communication processes, deriving, mainly to generate creative products of value to the public. Universities have been no exception, digital communication processes are reflected mainly in the social networking presence, spaces where many netizens are. From this perspective, this research shows the digital management of the university communication on Facebook and Twitter, the general social networks with more users. The sample of study consists on Latin American universities who lead international rankings of the three major projection (Latin America, Scimago Institutions Rankings and Academic Ranking of World Universities-ARWU). Data analysis was performed using the Fanpage Karma platform to learn the management of content and activities carried out by universities. © 2015, Universidad del Zulia. All rights reserved.