Resumo

VALERIO URENA, Gabriel; HERRERA-MURILLO, Dagoberto José  e  RODRIGUEZ-MARTINEZ, María del Carmen. Association between Publication Time on Social Networks and Engagement: A Study of Mexican Universities. Palabra Clave [online]. 2014, vol.17, n.3, pp.749-772. ISSN 0122-8285.

Universities are using social media increasingly as communication channels. However, not all universities seem to have a clear strategy that allows them to achieve a broader range. This study shows publication time can affect the impact of a publication. The authors compared the behavior of Fanpage managers to demonstrations of public engagement from the standpoint of their temporary activity cycles. A quantitative methodology was used, based on identifying outstanding publications among 31,590 publications by 28 Mexican universities.

Palavras-chave : Social network; higher education; engagement; publication time; outstanding publications; Facebook pages.

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