Estrategia de comunicación digital para la Universidad de Sancti Spíritus José Martí Pérez
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Universidad de Sancti Spíritus "José Martí Pérez"
Abstract
La tesis analiza la importancia de la comunicación hipermedia en la red social 𝕏��� (antes Twitter) para mejorar la visibilidad y el engagement de la Universidad de Sancti Spíritus "José Martí Pérez" (UNISS). Se destaca que, aunque la UNISS tiene presencia en redes sociales, su perfil en 𝕏��� presenta limitaciones en interacción, frecuencia de publicaciones y uso estratégico de herramientas hipermedia, lo que reduce su impacto en comparación con otras universidades cubanas. El estudio propone una estrategia de comunicación digital estructurada en cinco fases: diagnóstico, planificación, implementación, evaluación y mantenimiento. Esta estrategia busca optimizar la gestión del perfil institucional mediante contenido diversificado (texto, multimedia, hilos, encuestas), interacción activa con la audiencia y el uso de métricas para medir el alcance. Se enfoca en fortalecer la identidad digital de la UNISS, aprovechando tendencias, hashtags y alianzas con líderes de opinión. La investigación utiliza un enfoque cualitativo y descriptivo, aplicando métodos teóricos como el histórico-lógico y análisis-síntesis, junto con técnicas como entrevistas y revisión documental. Los resultados esperados incluyen mayor visibilidad, incremento en seguidores y una comunicación bidireccional efectiva, posicionando a la UNISS como referente en el ámbito académico cubano
This thesis analyzes the importance of hypermedia communication on the social network Twitter (formerly Twitter) to improve the visibility and engagement of the Universidad de Sancti Spíritus "José Martí Pérez" (UNISS). It highlights that, although UNISS has a presence on social media, its profile on Twitter presents limitations in terms of interaction, posting frequency, and strategic use of hypermedia tools, which reduces its impact compared to other Cuban universities. The study proposes a digital communication strategy structured in five phases: diagnosis, planning, implementation, evaluation, and maintenance. This strategy seeks to optimize the management of the institutional profile through diverse content (text, multimedia, threads, surveys), active interaction with the audience, and the use of metrics to measure reach. It focuses on strengthening the digital identity of UNISS, leveraging trends, hashtags, and partnerships with opinion leaders. The research uses a qualitative and descriptive approach, applying theoretical methods such as historical-logical and analysis-synthesis, along with techniques such as interviews and documentary review. The expected results include increased visibility, an increase in followers, and effective two-way communication, positioning UNISS as a benchmark in Cuban academia.
This thesis analyzes the importance of hypermedia communication on the social network Twitter (formerly Twitter) to improve the visibility and engagement of the Universidad de Sancti Spíritus "José Martí Pérez" (UNISS). It highlights that, although UNISS has a presence on social media, its profile on Twitter presents limitations in terms of interaction, posting frequency, and strategic use of hypermedia tools, which reduces its impact compared to other Cuban universities. The study proposes a digital communication strategy structured in five phases: diagnosis, planning, implementation, evaluation, and maintenance. This strategy seeks to optimize the management of the institutional profile through diverse content (text, multimedia, threads, surveys), active interaction with the audience, and the use of metrics to measure reach. It focuses on strengthening the digital identity of UNISS, leveraging trends, hashtags, and partnerships with opinion leaders. The research uses a qualitative and descriptive approach, applying theoretical methods such as historical-logical and analysis-synthesis, along with techniques such as interviews and documentary review. The expected results include increased visibility, an increase in followers, and effective two-way communication, positioning UNISS as a benchmark in Cuban academia.