El uso de las Redes Sociales en el ámbito de la comunicación universitaria andaluza / Using Social Networks in the field of Andalusian university communication

Abstract

Until a few years ago, universities communicated with the surrounding society primarily through the traditional media. The Communication Offices acted as intermediaries between the institution and the press. This has changed in recent years. With the emergence of social networks, communication between the university and the surrounding society doesn't require the use of traditional media, with their usual news "filters". Communication is direct with its "public" without intermediaries and is bidirectional. This article aims to analyze the use Andalusian public universities make the two most popular social networks: Facebook and Twitter. Although 100% of Andalusian Universities has profiles on the two social networks mentioned, there is evidence to lead one to believe that the use made of them is not the best. Each follows different communication policies and lack of strategic planning in communication. That explains how there are institutions that generate very little activity on social networks and others that generate a lot and get very little response from its users.