Abstract

GARCIA-HERNANDEZ, Mariel; MARIN ALVAREZ, Marco Antonio  and  ACERO GUTIERREZ, Adriana. Diagnosis of the annual external communication of Facebook publications of the University of the Americas Puebla. Zincografía [online]. 2023, vol.7, n.14, pp.86-110.  Epub Dec 01, 2023. ISSN 2448-8437.  https://doi.org/10.32870/zcr.v7i14.212.

In this study, a quantitative analysis of 786 publications produced over a year at the University of the Americas Puebla was carried out. The study is focused on the management of external communication and the strategies adopted in response to the unexpected emergence of SARS-CoV.-2 (COVID-19). The variables under analysis covered the presence, response, generation, suggestion and typology of the publications. The results reveal that the circumstances triggered by the pandemic led to a significant increase in the number of followers of the educational institution, suggesting a greater need to establish effective communication with the educational community in times of crisis. The prevailing need to develop a comprehensive communication strategy is concluded, emphasizing the adaptation of specific visual elements for each audience segment, the strategic incorporation of hashtags and other essential components to maximize the impact and resonance of the publications. This study provides a basis for the planning and execution of more effective communication strategies in university environments, especially in crisis situations, with the objective of maintaining a strong and meaningful connection with the educational community and other key stakeholders.

Keywords : External communication; Facebook; publications; educational institution.