Strategic management of external organizational communication in the era of social media. Challenges of the BUCOC network member libraries

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This work analyzes the management of external digital organizational communication in the social media of university libraries belonging to the Network of Catholic and Catholic-oriented Universities of the Argentine Republic (BUCOC), and its possible relationship with the professional training of th...

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Autor principal: Rodríguez, Mariela
Formato: Artículo publishedVersion
Lenguaje:Español
Publicado: Universidad de Buenos Aires, Facultad de Filosofía y Letras 2023
Materias:
University libraries
External organizational communication
Social media
Professional training
Red BUCOC
Argentina
Bibliotecas universitarias
Formación profesional
Medios sociales
Comunicación organizacional externa
Acceso en línea:https://revistascientificas.filo.uba.ar/index.php/ICS/article/view/13086
https://repositoriouba.sisbi.uba.ar/gsdl/cgi-bin/library.cgi?a=d&c=biblioinfo&d=13086_oai
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Repositorio Digital de la Universidad de Buenos Aires (UBA) de Universidad de Buenos Aires
id I28-R145-13086_oai
record_format dspace
spelling I28-R145-13086_oai2025-11-17 Rodríguez, Mariela Rodríguez, Mariela 2023-12-06 This work analyzes the management of external digital organizational communication in the social media of university libraries belonging to the Network of Catholic and Catholic-oriented Universities of the Argentine Republic (BUCOC), and its possible relationship with the professional training of those responsible and collaborators in charge of this task. The study was carried out between July 1, 2020 and January 31, 2022, using a descriptive approach and a non-experimental design of transectional or cross-sectional type. Direct observation techniques were used for the analysis, using criteria guides to analyze websites and social media profiles, and surveys of library managers and their collaborators involved in communication management. The results reveal that most libraries use social media to promote their services, but hardly use them to establish public relations with users. Weaknesses in communication practices were identified, possibly related to the lack of training in the strategic management of digital communication. The work concludes by pointing out possible areas for future research related to the topic addressed in the study. Este trabajo analiza la gestión de la comunicación organizacional externa digital en los medios sociales de las bibliotecas universitarias pertenecientes a la Red de Universidades Católicas y de Orientación Católica de la República Argentina (BUCOC), y su posible relación con la formación profesional de los responsables y colaboradores encargados de esta tarea. El estudio se llevó a cabo entre el 1 de julio de 2020 y el 31 de enero de 2022, mediante un enfoque descriptivo y un diseño no experimental de tipo transeccional o transversal. Para el análisis se utilizaron técnicas de observación directa, mediante guías de criterios para analizar los sitios web y perfiles en medios sociales, y encuestas a los responsables de las bibliotecas y sus colaboradores involucrados en la gestión de la comunicación. Los resultados revelan que la mayoría de las bibliotecas utilizan los medios sociales para promover sus servicios, pero apenas los usan para establecer relaciones públicas con los usuarios. Se identificaron deficiencias en las prácticas de comunicación, posiblemente relacionadas con la falta de capacitación en la gestión estratégica de la comunicación digital. El trabajo concluye señalando posibles áreas de investigación futuras relacionadas con el tema abordado en el estudio. application/pdf text/html https://revistascientificas.filo.uba.ar/index.php/ICS/article/view/13086 10.34096/ics.i49.13086 spa Universidad de Buenos Aires, Facultad de Filosofía y Letras https://revistascientificas.filo.uba.ar/index.php/ICS/article/view/13086/12136 https://revistascientificas.filo.uba.ar/index.php/ICS/article/view/13086/12129 Información, cultura y sociedad; No. 49 (2023): Diciembre; 91-114 Información, cultura y sociedad; Núm. 49 (2023): Diciembre; 91-114 1851-1740 1514-8327 University libraries External organizational communication Social media Professional training Red BUCOC Argentina Bibliotecas universitarias Formación profesional Medios sociales Comunicación organizacional externa Red BUCOC Argentina Strategic management of external organizational communication in the era of social media. Challenges of the BUCOC network member libraries Gestión estratégica de la comunicación organizacional externa en la era de los medios sociales. Desafíos de las bibliotecas integrantes de la red BUCOC info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion https://repositoriouba.sisbi.uba.ar/gsdl/cgi-bin/library.cgi?a=d&c=biblioinfo&d=13086_oai
institution Universidad de Buenos Aires
institution_str I-28
repository_str R-145
collection Repositorio Digital de la Universidad de Buenos Aires (UBA)
language Español
orig_language_str_mv spa
topic University libraries
External organizational communication
Social media
Professional training
Red BUCOC
Argentina
Bibliotecas universitarias
Formación profesional
Medios sociales
Comunicación organizacional externa
Red BUCOC
Argentina
spellingShingle University libraries
External organizational communication
Social media
Professional training
Red BUCOC
Argentina
Bibliotecas universitarias
Formación profesional
Medios sociales
Comunicación organizacional externa
Red BUCOC
Argentina
Rodríguez, Mariela
Rodríguez, Mariela
Strategic management of external organizational communication in the era of social media. Challenges of the BUCOC network member libraries
topic_facet University libraries
External organizational communication
Social media
Professional training
Red BUCOC
Argentina
Bibliotecas universitarias
Formación profesional
Medios sociales
Comunicación organizacional externa
Red BUCOC
Argentina
description This work analyzes the management of external digital organizational communication in the social media of university libraries belonging to the Network of Catholic and Catholic-oriented Universities of the Argentine Republic (BUCOC), and its possible relationship with the professional training of those responsible and collaborators in charge of this task. The study was carried out between July 1, 2020 and January 31, 2022, using a descriptive approach and a non-experimental design of transectional or cross-sectional type. Direct observation techniques were used for the analysis, using criteria guides to analyze websites and social media profiles, and surveys of library managers and their collaborators involved in communication management. The results reveal that most libraries use social media to promote their services, but hardly use them to establish public relations with users. Weaknesses in communication practices were identified, possibly related to the lack of training in the strategic management of digital communication. The work concludes by pointing out possible areas for future research related to the topic addressed in the study.
format Artículo
publishedVersion
author Rodríguez, Mariela
Rodríguez, Mariela
author_facet Rodríguez, Mariela
Rodríguez, Mariela
author_sort Rodríguez, Mariela
title Strategic management of external organizational communication in the era of social media. Challenges of the BUCOC network member libraries
title_short Strategic management of external organizational communication in the era of social media. Challenges of the BUCOC network member libraries
title_full Strategic management of external organizational communication in the era of social media. Challenges of the BUCOC network member libraries
title_fullStr Strategic management of external organizational communication in the era of social media. Challenges of the BUCOC network member libraries
title_full_unstemmed Strategic management of external organizational communication in the era of social media. Challenges of the BUCOC network member libraries
title_sort strategic management of external organizational communication in the era of social media. challenges of the bucoc network member libraries
publisher Universidad de Buenos Aires, Facultad de Filosofía y Letras
publishDate 2023
url https://revistascientificas.filo.uba.ar/index.php/ICS/article/view/13086
https://repositoriouba.sisbi.uba.ar/gsdl/cgi-bin/library.cgi?a=d&c=biblioinfo&d=13086_oai
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