José Rodríguez Terceño

The Environment of Web 2.0 as a Relational Factor in the Use of Loyalty-Raising Parameters Within the University Environment

The new narratives that have emerged from the social media profiles have shown that public demand closeness of those institutions to which they belong one way or another. The case of universities is not alien to this phenomenon and they have adapted the form and substance of communications through social networks with the various stakeholders with which they interact. From this initial premise, we must seek successful cases that serve as the basis for a good analysis of the content of such profiles. The typology of content and frequency of publication should be two conducting axes of our research as they provide the tone one wants to give to this type of communication. We also believe that, unlike other types of descriptive research that base their depth on the long run, we must limit our observational period to a short range that also delimits our analysis process. This way, we can reach specific conclusions that are relevant, innovative and effective.