Proposals for more efficient social media marketing strategies. The analysis of university corporate accounts
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The present work examines the aspects to take into consideration for more efficient marketing strategies in social network services. The authors address the variables that lead users to acknowledge, through retweets and favorites, the content published on the corporative accounts of university institutions. This research analyses 18.092 posts in a sample of ten Spanish universities, in Twitter. The study uses a quantitative methodology considering thirty variables. The researchers carry out a descriptive analysis and two linear regressions; revealing: (a) the usual trends of use, and (b) the variables that improve the acknowledgment of the content published through retweets, on the one hand, and favorites, on the other. The results corroborate the existence of two robust regression models. The first one (p-value < ,0001 and R2= ,792) shows how the acknowledgment through retweets is determined by the use of links and hashtags. Similarly, the second (p-value < ,0001 and R2= ,886) reveals that the acknowledgment of content in the form of favorites is conditioned by the daily volume of posts and the messages published from 8:00 to 10:00 am. The findings of this research provide, both academics and professionals, with an up-to-date view of the variables that affect this acknowledgment indicators and that, consequently, lead to more efficient marketing strategies in social network services.
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