The relationship between post formats and digital engagement: a study of the Facebook pages of Mexican universities

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Gabriel Valerio
Tecnológico de Monterrey
Dagoberto José Herrera-Murillo
Costa Rican Chamber of Information and Communication Technologies
Fernando Villanueva-Puente
Tecnológico de Monterrey
Natalia Herrera-Murillo
Costa Rican Chamber of Information and Communication Technologies
María del Carmen Rodríguez
University of Malaga

Higher education institutions have acknowledged the importance of social networks for multiple purposes, such as exploring innovative mechanisms for teaching- learning processes, colonizing new social communication channels and strengthening their institutional brand. The primary aim of this study was to identify the impact of various post formats on digital engagement in the context of the Facebook pages of some of the most important Mexican universities. It likewise sought to evaluate the use that universities made of each format. A quantitative methodology was used to analyse 31,590 content units posted by 28 universities, resulting in a total of 1,270,621 likes, 252,399 shares, and 80,620 comments on their respective Facebook pages. The study found that: a) there is a statistically significant relationship between a post’s format and the digital engagement it generates; b) while links are the least conducive format for boosting digital engagement, they are also the most frequently used; and c) although images usually boost digital engagement the most, only 18% of the studied universities chose this format first. 

Keywords
Post formats, Facebook pages, digital engagement, universities

Article Details

How to Cite
Valerio, Gabriel et al. “The relationship between post formats and digital engagement: a study of the Facebook pages of Mexican universities”. RUSC, Universities & Knowledge Society, 2015, vol.VOL 12, no. 1, pp. 50-63, doi:10.7238/rusc.v12i1.1887.
Author Biographies

Gabriel Valerio, Tecnológico de Monterrey

Research professor at Tecnológico de Monterrey

 

Gabriel Valerio earned his PhD in Educational Innovation from Tecnológico de Monterrey. He holds a bachelor’s degree in Computer Systems Engineering and a master’s degree in Information Technologies Management. He has published several informative and scientific articles on the impact of social software, mainly social networks, in educational and business settings. He has consulted for multiple companies, supporting the implementation of information technologies to manage knowledge. He has moreover spoken at conferences and workshops in several countries, including Portugal, Spain, France, Brazil, Colombia, Nicaragua, Mexico, Panama, and the Czech Republic, among others.

 

Colonia Tecnológico

Eugenio Garza Sada 2501 sur

64849 Monterrey

Mexico

Dagoberto José Herrera-Murillo, Costa Rican Chamber of Information and Communication Technologies

Researcher at the Costa Rican Chamber of Information and Communication Technologies

 

Dagoberto José Herrera-Murillo earned his bachelor’s degree in Business and Information Technologies Engineering from Tecnológico de Monterrey, with a specialization in Information Technology Service Management. He worked as a research assistant at the Tecnológico de Monterrey’s Center for Knowledge Systems, where he participated in several research projects on social network users’ behaviour resulting in the publication of articles in international peer-reviewed journals. He is currently a researcher at the Costa Rican Chamber of Information and Communication Technologies, where he is responsible for the Sectorial Mapping of Digital Technology Companies, Costa Rica 2014 project.

 

Cámara de Tecnologías de Información y Comunicación de Costa Rica

San Pedro de Montes de Oca

2101-2050 San José

Costa Rica

Fernando Villanueva-Puente, Tecnológico de Monterrey

Graduate student at Tecnológico de Monterrey

 

Fernando Villanueva-Puente earned his bachelor’s degree in Information and Communication Technologies Engineering from Universidad La Salle Victoria. He earned his master’s degree in Information and Communication Technologies Management from Tecnológico de Monterrey, Monterrey Campus. Throughout his career, he has held positions in both the public and private sectors in the field of information technology. Recognized as a distinguished collaborator, he has participated in several leadership and social development activities and workshops.

 

 

2 y 3 calle de los Nidos 1407

Fraccionamiento las Palmas

87050 Ciudad Victoria, Tamaulipas

Mexico

 

Natalia Herrera-Murillo, Costa Rican Chamber of Information and Communication Technologies

Researcher at the Costa Rican Chamber of Information and Communication Technologies

 

Natalia Herrera-Murillo holds a degree in Business and Information Technologies Engineering from Tecnológico de Monterrey with a specialization in Project Management. She has worked as a research assistant at the Tecnológico de Monterrey’s Center for Knowledge Systems and has co-authored several informative and scientific articles on the strategic use of social networks for education and business. She is currently a researcher at the Costa Rican Chamber of Information and Communication Technologies, where she is responsible for the Sectorial Mapping of Digital Technology Companies, Costa Rica 2014 project.

 

 

Cámara de Tecnologías de Información y Comunicación de Costa Rica

San Pedro de Montes de Oca

2101-2050 San José

Costa Rica

María del Carmen Rodríguez, University of Malaga

Professor and researcher at the University of Malaga

 

María del Carmen Rodríguez-Martínez holds a degree in Occupational Therapy, a bachelor’s degree in Music History and Sciences, and a master’s degree in New Research Trends in Health Sciences. She earned her PhD in Health Sciences from the University of Malaga (Spain). Since 2008/2009, she has worked as a professor and researcher at the University of Malaga. She has taught courses in gerontology, palliative care, music therapy and haemophilic intervention. She has taken several courses on teaching and new technologies and has participated in conferences on educational innovation. She has published articles in the areas of health and education. Her main research interests are professional profiles, personality and college students’ engagement, which she combines with other research lines.

 

Facultad de Ciencias de la Salud

Arquitecto Francisco Peñalosa

Ampliación del Campus de Teatinos

29071 Malaga

Spain