ABSTRACT
The Reina Sofia Museum is the most visited Spanish museum. Its activity in social networks during the confinement due to the health pandemic in the spring of 2020 was very relevant. The aim of this work is to analyze the relationship between the Museum and the public, the discourse in social networks and participation. The methodology consists of an in-depth interview was conducted with the person in charge of communication and an analysis of the content of their social network. The results show a high level of public participation and a proactive strategy based on content, hashtags and active listening. © Global Knowledge Academics, authors. All rights reserved.
ABSTRACT
Purpose This study aims to determine whether the communication of Universities in Madrid (Spain) on social networks through their official channels has caused positive results in students' perceptions of their trust in university institutions during the first semester of the 2020-2021 term and to measure whether the implementation of happiness management strategies in the communication within university governance affected students' happiness levels, as well as on the recognition of their belonging to the university. Design/methodology/approach With an exploratory-correlational approach and a quantitative study, this study conducted a statistical-descriptive analysis based on the premise of a general linear regression model with correlations between the variables, using a data collection instrument, whose construct and content validity was previously assessed by experts, which was answered by 564 students of the Degrees in Communication and Marketing from the Complutense University of Madrid, University of La Laguna, and ESERP Business and Law School. The Kaiser-Meyer-Olkin test and Bartlett's test of sphericity were implemented to analyze the correlation between variables;Cronbach's alpha coefficient and Pearson and Spearman's coefficients were also used. Findings Those students who used social networks to receive news from university institutions about the COVID-19 pandemic deem these channels official, sound and credible. Similarly, the use of official information from university institutions on social networks increases students' happiness levels. Originality/value To the best of the authors' knowledge, this is one of the first studies aiming to provide scientific evidence of the relationship between happiness management and university governance. This research's practical implications lead to attributing added value to these types of means for the university governance that seeks students' happiness.
ABSTRACT
The state of alarm declared in Spain on March 14th 2020 as a result of the infections and deaths caused by the coronavirus and the COVID-19, triggered the creation of the Technical Management Committee for Coronavirus (Coronatec), which being headed by the Government president, Pedro Sánchez, led the initiative through both traditional and social media. The first month of this exceptional situation would help measure the reaction and adaptability capacity of all these entities to social media, and in fact, the communication impacts on Twitter increased and worked as a reference channel to disseminate messages. Additionally, obtaining information from official sources through social media is more important now due to the presence of hoaxes, and the analysis of these nine organizations is even more relevant. This analysis is going to be centered on essential aspects of the analysis of these social media: followers, publications and engagement. The results will demonstrate the influence capacity of The Enforcement and Security Corps of the State in Spain against other figures such as the Government Presidency or the Ministries. © 2021 Fundacion para la Investigacion Social Avanzada. All rights reserved.