Tendencias de uso de YouTube: optimizando la comunicación estratégica de las universidades iberoamericanas

Authors

  • Alba Patricia Guzmán Unidades Tecnológicas de Santander
  • Maria Esther Del Moral Universidad de Oviedo

DOI:

https://doi.org/10.15847/obsOBS812014745

Keywords:

Community Manager, comunicación estratégica, promoción, redes sociales, universidades, YouTube

Abstract

Se analizan las tendencias prioritarias del uso de YouTube que hace una muestra de universidades iberoamericanas (N=263) integradas en el Ranking Webometrics, al tiempo que se identifican las oportunidades que esta herramienta les ofrece. Tras adoptar una metodología descriptiva y multivariante, y proceder al análisis estadístico pertinente de la actividad de las cuentas que tienen las universidades en YouTube, a partir de sus vídeos oficiales, las reproducciones, suscripciones, videos vistos, etc., se comprobó que no sólo poseen varios perfiles y mantienen una gran actividad, sino que se encontraron dos marcadas tendencias de uso: 1) consolidación de su imagen corporativa; y, 2) activación del proceso de comunicación e interacción con los miembros de la comunidad académica. Sin embargo, se concluye que si bien las universidades apuestan por estar presentes en YouTube -y otras redes- para garantizar su visibilidad y dinamizar la comunicación con su comunidad, precisan arbitrar fórmulas estratégicas más eficaces para gestionar sus perfiles y optimizar su comunicación, las cuales deben pasar por considerar la figura del community manager para incrementar su alcance y prestigio.

Author Biographies

Alba Patricia Guzmán, Unidades Tecnológicas de Santander

Departamento de Administración Profesor Titular

Maria Esther Del Moral, Universidad de Oviedo

Departamento de Ciencias de la Educación

Downloads

Published

2014-02-26

How to Cite

Guzmán, A. P., & Del Moral, M. E. (2014). Tendencias de uso de YouTube: optimizando la comunicación estratégica de las universidades iberoamericanas. Observatorio (OBS*), 8(1). https://doi.org/10.15847/obsOBS812014745

Issue

Vol. 8 No. 1 (2014)

Section

Articles

License

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