Open Access

Twitter’s contribution to improving strategic communication in Latin American universities

  • Ph. Alba Patricia Guzmán Duque1Email author and
  • Ph. María Esther del Moral Pérez2
International Journal of Educational Technology in Higher Education201310:10020478

https://doi.org/10.7238/rusc.v10i2.1744

Received: 15 December 2012

Accepted: 15 April 2013

Published: 15 July 2013

Abstract

An analysis was performed to identify the key points for achieving effective strategic communication in universities via Twitter. An evaluation and comparison was made of how 263 universities used Twitter by looking at their followers, tweets, retweets, replies and hashtags. The main purposes for its use were identified as boosting communication among members of its community and disseminating institutional information. Many Latin American universities are active on Twitter, but they need community managers to manage their official profiles to optimise communication and to increase their reach by making the most of their users’ activity.

Keywords

community manager communication promotion Twitter universities