Analysis of scientific dissemination posts on Facebook from a social media approach

Abstract

The purpose of this paper is analyzing the behavior of users and the interactivity of posts on a Facebook fanpage focused on the dissemination of scientific information from an outreach program of a higher education institution. The strategy contemplated the application of a methodology based on social media analysis supported by statistical tools and techniques. The analysis carried out allowed to study the content information from an objective perspective, focused on the level of engagement of the users within the communities in social networks on the dissemination of scientific information. The findings are an opportunity to establish strategies that increase the visibility and interactivity of the content.