ARTICLE
Exploring the need for stakeholders' engagement through social networking sites to build the reputation of higher education organisations
María-Victoria Carrillo-Durán,
María García García,
María-Victoria Carrillo-Durán
Information and Communication Department, University of Extremadura, Badajoz, Spain
Search for more papers by this authorMaría García García
Information and Communication Department, University of Extremadura, Badajoz, Spain
Search for more papers by this authorMaría-Victoria Carrillo-Durán,
María García García,
María-Victoria Carrillo-Durán
Information and Communication Department, University of Extremadura, Badajoz, Spain
Search for more papers by this authorMaría García García
Information and Communication Department, University of Extremadura, Badajoz, Spain
Search for more papers by this authorAbstract
enThis article addresses the current situation regarding the reputation of higher education organisations (HEOs) within the setting of social networking sites (SNSs). First, the recent literature contained in the Web of Science database will be deconstructed, in order to explain the key concepts as well as the relationship that exists between corporate reputation, engagement and SNSs. Second, the basis for management of reputation on SNSs will be analysed in terms of strategic communication. Finally, the article will include the implications for HEOs' management of reputation through social media. The essence of this work is that the use of SNSs does not necessarily contribute to the construction of positive reputation if this is not coupled with a focus on strategic communication, which carries with it the necessary levels of engagement with all stakeholders and in all institutional dimensions, in order to fulfil certain concrete objectives. HEOs can make use of various SNSs to build reputation if they assume the management of engagement levels with all stakeholders (not only students) and in each of their established areas. An institution’s level of success on SNSs will depend on its ability to obtain the necessary level of engagement, according to each institution’s particular attributes and in each specific case.
Resumen
esEste trabajo contribuye a la literatura reciente sobre el uso estratégico de las redes sociales, por parte de las universidades y como medio para conseguir una mejor reputación. Para ello, se ha revisado la literatura presente en la Web of Science con el fin de explicar la relación existente entre la reputación corporativa, el compromiso con los públicos de interés y las redes sociales. La premisa de partida es que la simple existencia del compromiso con los públicos de interés no garantiza la reputación, sino que para alcanzar un nivel óptimo de compromiso con los usuarios se necesita un diálogo construido secuencialmente y con contenido apropiado. Se concluye que el uso de las redes sociales no necesariamente contribuye a la construcción de la reputación si no alcanza los niveles necesarios de compromiso con todos los públicos (no solo los estudiantes) y en todas las dimensiones de la institución. El nivel de éxito de una institución en las redes sociales dependerá de su capacidad para conseguir el más alto nivel de compromiso con sus públicos, de acuerdo con los atributos particulares de cada institución y en cada caso específico.
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