Revisión bibliográfica sobre el uso de redes sociales en la comunicación de universidades

Abstract

Universities have embraced digital communication to attract new students, strengthen their brand, and boost science outreach. The article reviews the literature on the impact of the Internet on university communication, focusing on the integration of social media. It highlights the importance of the Social Media Plan (PMS) and the role of the community manager in Spanish universities. However, it is pointed out that current management does not reach the desired standard due to lack of support, weaknesses in the communication departments, and scarcity of resources. The need for an effective strategy is emphasized. The importance of directing efforts toward the target audience, creating relevant content, and encouraging interaction to build a valued community is highlighted. Expert management and the development of a content plan are recommended.