Universidades y comunicación. Papel de Twitter durante el inicio de la crisis sanitaria de la Covid-19

• Autores: Marta Ferrer Serrano, María Pilar Latorre Martínez , Raquel Lozano Blasco
• Localización: El profesional de la información, ISSN-e 1699-2407, ISSN 1386-6710, Vol. 29, Nº 6, 2020 (Ejemplar dedicado a: Framing (Encuadre))
• Idioma: varios idiomas
• DOI: 10.3145/epi.2020.nov.12
• Enlaces
  • Texto completo
• Dialnet Métricas: 11 Citas
• Resumen

  • La crisis derivada de la pandemia de la Covid-19 ha afectado, entre otros colectivos, a las universidades ya que han visto modificadas sus actividades habituales. Al mismo tiempo las redes sociales y en particular Twitter, han experimentado un aumento de su uso. Por ello, el objetivo de esta investigación consiste en analizar el comportamiento de las universidades españolas en Twitter entre el 1 de enero y 30 de abril de 2020. Se han monitorizado las cuentas corporativas de todas las universidades españolas, se han analizado los key performance indicators (KPIs) más relevantes (compromiso, seguidores, tweets, favoritos y retweets), y se ha analizado el sentimiento de los tweets con mayor impacto. Se propone el modelo “educativos, cooperativos, corporativos y divulgativos” (ECCD) capaz de categorizar el tipo de información emitido por las universidades en situaciones de crisis. Se constata la relevancia de Twitter como canal comunicativo en situaciones críticas, así como el aumento del compromiso de la comunidad digital con las cuentas universitarias. Se ha demostrado cómo la polaridad positiva de los mensajes emitidos por universidades de titularidad privada aumenta en situaciones de crisis. Por último, se han observado diferentes patrones comportamentales en la etapa anterior al Covid-19 y en la etapa de pandemia.

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