Interactivity Strategies and Engagement in Universities’ Social Media Communication: Insights from Latin America, Europe, and the United States

Paul Capriotti; Ileana Zeler; David Martínez-Reig

doi:10.7764/cdi.59.69071

Autores/as

Paul Capriotti Universitat Rovira I Virgili (España) https://orcid.org/0000-0002-9398-5886
Ileana Zeler Universitat Autònoma de Barcelona (España) https://orcid.org/0000-0002-5550-1000
David Martínez-Reig Universidad de Alicante (España) https://orcid.org/0000-0001-8880-4297

DOI:

https://doi.org/10.7764/cdi.59.69071

Palabras clave:

interactivity, social media, digital communication, institutional communication, universities

Resumen

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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Biografía del autor/a

Paul Capriotti, Universitat Rovira I Virgili (España)

Paul Capriotti, Ph.D. in Communication from the Universidad Autonoma de Barcelona (Spain). He is full professor of Public Relations and Corporate Communication at the Universidad Rovira i Virgili (Tarragona, Spain) and author of several articles in international journals like Public Relations Review, Journal of Communication Management, Business & Society, Corporate Communications, Communication & Society, and International Journal of Information Management, among others. He is a visiting professor at various Spanish and Latin-American universities.

Ileana Zeler, Universitat Autònoma de Barcelona (España)

Ileana Zeler, profesora titular del departamento de Publicidad, Relaciones Públicas y Comunicación Audiovisual de la Universidad Autónoma de Barcelona (España). Con varios artículos publicados en revistas científicas internacionales, su investigación se centra en la comunicación digital, las relaciones públicas y la responsabilidad social corporativa. Es profesora invitada en universidades españolas, latinoamericanas y europeas y vicepresidenta de la Sección de Comunicación Organizativa y Estratégica de la European Communication Research and Education Association (ECREA).

David Martínez-Reig, Universidad de Alicante (España)

David Martínez-Reig, sociólogo y profesor de Sociología en el departamento de Sociología I de la Universidad de Alicante. Sus líneas de investigación están relacionadas con el impacto y efecto de la hiperinformación en el comportamiento social.

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