Facebook as a communication tool for public universities in Portugal
Keywords:
Communication, Facebook, Public Universities, PortugalAbstract
Portuguese public universities (UPP) use Facebook to communicate with their target audience.
Firstly, we identified which UPP get Facebook and how they position themselves in terms of likes, comments and shares. In the analysis of the use of this tool, the frequency in number of posts and the type of information conveyed were examined and we tried to identify the extent related to the use of hashtags, inclusion of photography and/or video. The results obtained revealed that UPP use Facebook to communicate, however they position themselves in different ways on the network. There is a lot of work to be done if they choose to bet on Facebook as their primary communication tool. The posts are mostly short texts with images proving concern in making communication more humane with successful posts. They make use of news from external media to promote themselves and the use of hastags and videos in the posts is not observed.
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