<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0122-8285</journal-id>
<journal-title><![CDATA[Palabra Clave]]></journal-title>
<abbrev-journal-title><![CDATA[Palabra Clave]]></abbrev-journal-title>
<issn>0122-8285</issn>
<publisher>
<publisher-name><![CDATA[Universidad de La Sabana]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0122-82852022000402545</article-id>
<article-id pub-id-type="doi">10.5294/pacla.2022.25.4.5</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Comunidades de marca en Instagram: estudio de las estrategias de las mejores universidades del mundo*]]></article-title>
<article-title xml:lang="en"><![CDATA[Brand Communities on Instagram: Study of the Strategies of the World&#8217;s Best Universities]]></article-title>
<article-title xml:lang="pt"><![CDATA[Comunidades de marca no Instagram: estudo das estratégias das melhores universidades do mundo]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Moreno-Albarracín]]></surname>
<given-names><![CDATA[Belén]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Blanco-Sánchez]]></surname>
<given-names><![CDATA[Tania]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Málaga  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Extremadura  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2022</year>
</pub-date>
<volume>25</volume>
<numero>4</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0122-82852022000402545&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0122-82852022000402545&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0122-82852022000402545&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Las redes sociales, entre ellas Instagram, favorecen la construcción de comunidades universitarias que trascienden el campus debido a su carácter audiovisual y a su afianzamiento como herramientas comunicativas en el ámbito educativo. Por ello se plantea como objetivo principal analizar las estrategias implementadas en la plataforma por las cinco mejores universidades del mundo según la clasificación de Shanghái, con el fin de determinar las acciones destinadas a promover una comunidad intencional y evaluar el impacto generado por ellas en la comunidad real. Para desarrollar la investigación se optó por una metodología cuantitativa y cualitativa, realizando un análisis de impacto de los perfiles mediante la herramienta Fanpage Karma, y un análisis de contenido de la semiótica del discurso, empleando Excel y el software estadístico SPSS. Se examinaron los 394 posts publicados por las universidades de Harvard, Stanford, Cambridge, Instituto de Tecnología de Massachusetts (MIT) y California Berkeley entre el 1°. de septiembre y el 31 de diciembre de 2021, los tres primeros meses de curso académico comunes en Estados Unidos y Reino Unido. Los resultados evidencian una relación no proporcional entre frecuencia de publicación e impacto, así como la existencia de variables semióticas comunes sobre las que se fundamenta el mensaje. No obstante, se halla una dicotomía entre las acciones de las universidades norteamericanas y la única británica, reflejando la influencia que los factores idiosincráticos ejercen sobre el diseño de la estrategia de social media.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Social media, including Instagram, favor the construction of university communities beyond the campus due to their audiovisual nature and consolidation as communication tools in the educational field. Thus, the main objective is to analyze the strategies implemented on the platform by the top five world universities according to the Shanghai Ranking to determine the actions aimed at promoting an intentional community and assess the impact caused by them in the real-life community. For this research, a quantitative and qualitative methodology was chosen, performing an impact analysis of the profiles using the Fanpage Karma tool and a content analysis of the semiotics of discourse with Excel and SPSS statistical software. We examined 394 posts by the Universities of Harvard, Stanford, Cambridge, Massachusetts Institute of Technology (MIT), and California Berkeley between September 1 and December 31, 2021, the first three months of the academic year typical to the United States and the United Kingdom. The results show a non-proportional relationship between post frequency and impact and the existence of shared semiotic variables on which the message is based. However, a dichotomy is found between the actions of North American universities and the British one, reflecting the influence of idiosyncratic factors on the design of social media strategy.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo As redes sociais, entre elas o Instagram, favorecem a construção de comunidades universitárias que transcendem o campus devido a seu caráter audiovisual e sua confiança como ferramentas comunicativas no contexto educacional. Por isso, propõe-se como objetivo principal deste estudo analisar as estratégias implementadas na plataforma pelas cinco melhores universidades do mundo, segundo a classificação de Shanghái, a fim de determinar as ações destinadas a promover uma comunidade intencional e avaliar o impacto gerado por elas na comunidade real. Para desenvolver a pesquisa, optou-se por uma metodologia quantitativa e qualitativa, realizando uma análise de impacto dos perfis mediante a ferramenta Fanpage Karma e uma análise de conteúdo da semiótica do discurso, utilizando o Excel e o software estatístico SPSS. Foram examinados os 394 posts publicados pelas universidades de Harvard, Stanford, Cambridge, Massachusetts Institute of Technology e California Berkeley entre 1° de setembro e 31 de dezembro de 2021, os três primeiros meses de curso acadêmico comuns nos Estados Unidos e no Reino Unido. Os resultados evidenciam uma relação não proporcional entre frequência de publicação e impacto, bem como a existência de variáveis semióticas comuns sobre as quais a mensagem está fundamentada. Contudo, constata-se uma dicotomia entre as ações das universidades estadunidenses e a única britânica, o que reflete a influência que os fatores idiossincráticos exercem sobre o desenho da estratégia de social media.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Análisis de contenido]]></kwd>
<kwd lng="es"><![CDATA[análisis comparativo]]></kwd>
<kwd lng="es"><![CDATA[comunicación interactiva]]></kwd>
<kwd lng="es"><![CDATA[comunidad]]></kwd>
<kwd lng="es"><![CDATA[redes sociales]]></kwd>
<kwd lng="es"><![CDATA[medios sociales]]></kwd>
<kwd lng="es"><![CDATA[universidad]]></kwd>
<kwd lng="en"><![CDATA[Content analysis]]></kwd>
<kwd lng="en"><![CDATA[comparative analysis]]></kwd>
<kwd lng="en"><![CDATA[interactive communication]]></kwd>
<kwd lng="en"><![CDATA[community]]></kwd>
<kwd lng="en"><![CDATA[social networks]]></kwd>
<kwd lng="en"><![CDATA[social media]]></kwd>
<kwd lng="en"><![CDATA[university]]></kwd>
<kwd lng="pt"><![CDATA[Análise de conteúdo]]></kwd>
<kwd lng="pt"><![CDATA[análise comparativa]]></kwd>
<kwd lng="pt"><![CDATA[comunicação interativa]]></kwd>
<kwd lng="pt"><![CDATA[comunidade]]></kwd>
<kwd lng="pt"><![CDATA[redes sociais]]></kwd>
<kwd lng="pt"><![CDATA[meios sociais]]></kwd>
<kwd lng="pt"><![CDATA[universidade]]></kwd>
</kwd-group>
</article-meta>
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