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

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

Departament de Publicitat, Relacions Públiques i Comunicació Audiovisual

Producció científica: Contribució a revista › Article › Recerca › Avaluat per experts

1 Citació (Scopus)

1 Descàrregues (Pure)

Resum

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.

Títol traduït de la contribució	Estrategias de interactividad y compromiso en la comunicación de las universidades en redes sociales: perspectivas de América Latina, Europa y Estados Unidos
Idioma original	Anglès
Pàgines (de-a)	227-250
Nombre de pàgines	24
Revista	Cuadernos.info
Número	59
DOIs	https://doi.org/10.7764/cdi.59.69071
Estat de la publicació	Publicada - de set. 2024

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10.7764/cdi.59.69071

https://ddd.uab.cat/record/303054

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title = "Interactivity strategies and engagement in universities' social media communication: insights from Latin America, Europe and the United States",

abstract = "This article examines whether the interactivity strategies used by universities from Latin America, Europe and the United States in their social networks influence the level of engagement of their stakeholders. We applied a content analysis to 90,241 posts on institutional profiles on X/Twitter, Facebook and LinkedIn from 70 universities. The results show that Latin American institutions do not follow a significantly different interactivity strategy than European and US institutions. The interaction rates achieved are very low compared to other sectors and those recommended by experts. The interactivity strategy of universities is not sufficient, since the communication approach of publications in all social networks is very informative and the communication resources are mainly expository, although they are increasingly combined with interactive resources. This study proposes a framework to measure and evaluate the interactivity strategy of organizations in social networks by identifying and analyzing the main dimensions.",

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PY - 2024/9

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N2 - This article examines whether the interactivity strategies used by universities from Latin America, Europe and the United States in their social networks influence the level of engagement of their stakeholders. We applied a content analysis to 90,241 posts on institutional profiles on X/Twitter, Facebook and LinkedIn from 70 universities. The results show that Latin American institutions do not follow a significantly different interactivity strategy than European and US institutions. The interaction rates achieved are very low compared to other sectors and those recommended by experts. The interactivity strategy of universities is not sufficient, since the communication approach of publications in all social networks is very informative and the communication resources are mainly expository, although they are increasingly combined with interactive resources. This study proposes a framework to measure and evaluate the interactivity strategy of organizations in social networks by identifying and analyzing the main dimensions.

AB - This article examines whether the interactivity strategies used by universities from Latin America, Europe and the United States in their social networks influence the level of engagement of their stakeholders. We applied a content analysis to 90,241 posts on institutional profiles on X/Twitter, Facebook and LinkedIn from 70 universities. The results show that Latin American institutions do not follow a significantly different interactivity strategy than European and US institutions. The interaction rates achieved are very low compared to other sectors and those recommended by experts. The interactivity strategy of universities is not sufficient, since the communication approach of publications in all social networks is very informative and the communication resources are mainly expository, although they are increasingly combined with interactive resources. This study proposes a framework to measure and evaluate the interactivity strategy of organizations in social networks by identifying and analyzing the main dimensions.

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KW - Interactivity

KW - Social media

KW - Universities

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Interactivity strategies and engagement in universities' social media communication: insights from Latin America, Europe and the United States

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