Redes, tweets y engagement: análisis de las bibliotecas universitarias españolas en Twitter

Carrasco-Polaino, Rafael, Martín-Cárdaba, Miguel-Ángel and Villar-Cirujano, Ernesto Redes, tweets y engagement: análisis de las bibliotecas universitarias españolas en Twitter. El profesional de la información, 2019, vol. 28, n. 4, pp. 34-47. [Journal article (Unpaginated)]

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English abstract

The libraries of Spanish universities have significantly increased their presence and activity on social networks, especially on Twitter. This article analyzes the use that Spanish university libraries (member of the Red de Bibliotecas Universitarias Españolas, Rebiun) make of Twitter. Specifically, through the analysis of social networks, content analysis and non-parametric statistical tests, this research analyzes the network generated on Twitter by the 59 Spanish university libraries that have profiles on this platform as well as the purpose, content, the format and engagement of their tweets. The results indicate that the university libraries form a single-component network on Twitter with a certain degree of cohesion, but with several communities, in which the tweets about service information and the tweets with pictures are the most numerous. Tweets with pictures generate greater engagement independently of their content.

Spanish abstract

Las bibliotecas de las universidades españolas han aumentado significativamente su presencia y su actividad en las redes sociales, especialmente en Twitter. En el presente artículo se analiza el uso que las bibliotecas pertenecientes a la Red de Bibliotecas Universitarias Españolas (Rebiun) realizan de Twitter. En concreto, a través del análisis de redes sociales, de un análisis de contenido y de pruebas estadísticas no paramétricas, esta investigación analiza la red generada en Twitter por las 59 bibliotecas universitarias españolas que tienen perfil en esta plataforma, así como la finalidad, el contenido, el formato y el engagement (compromiso, fidelidad) de sus tweets. Los resultados obtenidos indican que las bibliotecas universitarias conforman en Twitter una red de un solo componente con cierto grado de cohesión, pero de varias comunidades, en la que los tweets de información de servicio y los que tienen imagen son los más numerosos. Los tweets con imágenes generan mayor engagement independientemente de su contenido.

Item type: Journal article (Unpaginated)
Keywords: Twitter; Bibliotecas universitarias; Engagement; Redes de nodos; Implicación; Compromiso; Participación; Redes sociales; Medios sociales; Enlaces; Contactos; Participación; Colaboración; Rebiun; University libraries; Engagement; Node networks; Social media; Participation; Collaboration; Links; Contacts; Relations.
Subjects: A. Theoretical and general aspects of libraries and information.
A. Theoretical and general aspects of libraries and information. > AB. Information theory and library theory.
B. Information use and sociology of information > BA. Use and impact of information.
D. Libraries as physical collections. > DD. Academic libraries.
H. Information sources, supports, channels. > HT. Web 2.0, Social networks
Depositing user: Ejercicios Curso
Date deposited: 17 Oct 2019 10:39
Last modified: 17 Oct 2019 10:39
URI: http://hdl.handle.net/10760/39105

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