Acceso usuarios
Mariela Rodríguez, Silvina Marcela Angelozzi
En este documento se analiza la gestión de la comunicación externa digital de las unidades de información integrantes de la Red de Bibliotecas de Universidades Católicas y de Orientación Católica en cuanto a políticas y planes. Además, se explora la formación profesional de las personas responsables de la gestión y los colaboradores que llevan adelante esta tarea. Los resultados obtenidos se presentan a partir de un estudio descriptivo de diseño no experimental, de tipo transeccional realizado durante el periodo julio del 2020 hasta enero del 2022 inclusive. Se concluye que existe un escaso desarrollo de documentos de gestión para la comunicación organizacional y que la formación de las personas colaboradoras se enfoca en mayor medida en la gestión de medios sociales y marketing digital.
The management of digital external communication within the Catholic and Catholic-oriented University Libraries Network (BUCOC) is examined in terms of policies and plans. The professional training of individuals responsible for management, as well as collaborators involved in this task, is also explored. The results stem from a descriptive study of a non-experimental design, specifically of a transectional type, conducted from July 2020 through January 2022. In conclusion, there is limited evidence of the development of management documents for organizational communication. The training of collaborators appears to be more focused on social media management and digital marketing. The results obtained from a descriptive study of non-experimental design, of transectional type carried out during the period July 2020 up to and including January 2022, are presented. The techniques used were: direct observation, with criteria established ad hoc, of policies, strategic plans, and surveys to the persons responsible for the libraries and their collaborators in the management of communication.There is little evidence of the development of management documents for organizational communication. The training of collaborators focuses more on social media management and digital marketing.
