Universal Access in the Information Society

, Volume 17, Issue 4, pp 735–743 | Cite as

Evaluation of the Fanpages of Spanish universities: public versus private institutions

  • Clide Rodríguez-VázquezEmail author
  • Mercedes Teijeiro-Álvarez
  • Félix Blázquez-Lozano
Long Paper


Although the importance of Facebook in education has been proved repeatedly, it has been verified that few research works expose the usefulness of this social network as a means of communication. Likewise, it has been observed that the institutions that manage it in many cases do not know or do not master the instruments for making said communication efficient. By virtue of this context, the aim of this work is to learn how the Spanish universities use their Fanpages through the analysis of their content, visibility and interactivity. We shall also observe whether there are significant differences between public and private universities with regard to said items. For this purpose, we studied the importance of the main Spanish universities according to the Ranking Web of Spanish Universities—Webometrics—(three public and three private universities) in Facebook. The results reveal a professionalization in the use of these tools by the public universities. They create new opportunities, while the private universities fail to achieve this level.


Higher education Social network Facebook LikeAlyzer 


  1. 1.
    Abu Elnasr, E.S., Mohamed, A.M., Parvis, G., Mahmood, K.: To use or not to use? Social media in higher education in developing countries. Comput. Hum. Behav. 58, 296–305 (2016)CrossRefGoogle Scholar
  2. 2.
    Adler, P.S., Kwon, S.W.: Social capital: “prospects for a new concept”. Acad. Manag. Rev. 27(1), 17–40 (2002)CrossRefGoogle Scholar
  3. 3.
    Al-Rahmi, W.M., Othman, M.S., Yusof, L.M., Musa, M.A.: Using social media as a tool for improving academic performance through collaborative learning in Malaysian higher education. Rev. Eur. Stud. 7(3), 265–273 (2015)CrossRefGoogle Scholar
  4. 4.
    Al-ufi, A., Fulton, C.: Use of social networking tools for informal scholarly communication in humanities and social sciences disciplines. Procedia Soc. Behav. Sci. 147, 436–445 (2014)CrossRefGoogle Scholar
  5. 5.
    Angoitia, M., Rahona, M.: Evolución de la educación universitaria en España: diferentes perspectivas y principales tendencias (1991–2005). Revista de Educación 344, 219–221 (2007)Google Scholar
  6. 6.
    Balakrishnan, V.: Key determinants for intention to use social media for learning in higher education institutions. Univ. Access Inf. Soc. (2016). doi: 10.1007/s10209-016-0457-0 CrossRefGoogle Scholar
  7. 7.
    Cárcamo, L., Marcos, M.C.: Prensa en Facebook: la importancia de la imagen en la web social. Primer Congreso Internacional Infoxicación: mercado de la información y psique, libro de actas. Ladecom, Facultad de Comunicación, Universidad de Sevilla, Seville, 562–577 (2014)Google Scholar
  8. 8.
    Cvijikj, P., Michahelles, F.: Online engagement factors on Facebook brand pages. Soc. Netw. Anal. Min. 3(4), 843–861 (2013)Google Scholar
  9. 9.
    Davis, C.H.F., Deil-Amen, R., Rios-Aguilar, C. Gonzalez-Canche, M.S.: Social media in higher education: a literature review and research directions. The Centre for the Study of Higher Education at the University of Arizona and Claremont Graduate University (2012)Google Scholar
  10. 10.
    Díez-Vial, I., Montoro-Sánchez, A.: Social capital as a driver of local knowledge exchange: a social network analysis. Knowl. Manag. Res. Pract. 12, 276–288 (2014)CrossRefGoogle Scholar
  11. 11.
    Dos Reis, J.C., Bonacin, R., Baranauskas, M.C.C.: Addressing universal accesss in social networks: an inclusive search mechanism. Univ. Access Inf. Soc. 13(2), 125–145 (2014). doi: 10.1007/s10209-013-0290-7 CrossRefGoogle Scholar
  12. 12.
    Dyson, B., Vickers, K., Turtle, J., Cowan, S.: Evaluating the use of Facebook to increase student engagement and understanding in lecture-based classes. High. Educ. 69, 303–313 (2015)CrossRefGoogle Scholar
  13. 13.
    Ellison, N.B., Steinfield, C., Lampe, C.: The benefits of Facebook “friends”: social capital and college students’ use of online social network sites. J. Comput. Mediat. Commun. 12(4), 1143–1168 (2007)CrossRefGoogle Scholar
  14. 14.
    Golder, S.A., Wilkinson, D., Huberman, B.A.: Rhythms of social interaction: messaging within a massive online network. In: Steinfeld, C., Pentland, B.T., Ackerman, M., Contractor, N. (eds.) Communities and technologies 2007: proceedings of the third communities and technologies conference (41–66). Springer, London (2007)Google Scholar
  15. 15.
    Grosseck, G.: To use or not to use web 2.0 in higher education? Procedia Soc. Behav. Sci. 1(1), 478–482 (2009)CrossRefGoogle Scholar
  16. 16.
    Hamid, S., Waycott, J., Kurnia, S., Chang, S.: Understanding students’ perceptions of the benefits of online social networking use for teaching and learning. Internet High. Educ. 26, 1–9 (2015)CrossRefGoogle Scholar
  17. 17.
    Hernández, J., Pérez, J.A.: La universidad española en cifras. CRUE Universidades Españolas (2015)Google Scholar
  18. 18.
    Hew, K.F.: Students’ and teachers’ use of Facebook. Comput. Hum. Behav. 27, 662–676 (2011)CrossRefGoogle Scholar
  19. 19.
    Hitt, M.A., Lee, H., Yucel, E.: The importance of social capital to the management of multinational enterprises: relational networks among Asian and Western Firms. Asia Pac. J. Manag. 19, 353–372 (2002)CrossRefGoogle Scholar
  20. 20.
    Hoyreka, I.: Informe de marketing de contenidos en España 2015. Hoyreka Contenido S.L, Madrid (2015)Google Scholar
  21. 21.
    Huang, T.C., Jeng, Y.L., Hsiao, K.L., Tsai, B.R.: SNS collaborative learning design: enhancing critical thinking for human–computer interface design. Univ. Access Inf. Soc. (2016). doi: 10.1007/s10209-016-0458-z CrossRefGoogle Scholar
  22. 22.
    Huertas, A., Setó, D., Míguez, M.I.: Comunicación de destinos turísticos a través de los medios sociales. El profesional de la información 24(1), 15–21 (2015)CrossRefGoogle Scholar
  23. 23.
    Jiao, Y., Gao, J., Yang, J.: Social value and content value in social media: two ways to flow. J. Adv. Manag. Sci. 3(4), 299–306 (2015)CrossRefGoogle Scholar
  24. 24.
    Junco, R., Cole-Avent, G.A.: An introduction to technologies commonly used by college students. New Dir. Stud. Serv. 124, 3–17 (2008)Google Scholar
  25. 25.
    Kirschner, P.A., Karpinski, A.C.: Online social networks: why do students use Facebook? Comput. Hum. Behav. 26, 1237–1245 (2010)CrossRefGoogle Scholar
  26. 26.
    Korones, S.: 10 Universities that have mastered social media Smart-planet. In: Smartplanet (2012).–universities–that–have–mastered–social–media/417
  27. 27.
    Kuh, G.D.: What student affairs professionals need to know about student engagement. J. Coll. Stud. Dev. 50(6), 683–706 (2009)CrossRefGoogle Scholar
  28. 28.
    Lan, L., Gou, X., Xi, J.: SNS communication model applying in network education system. In: Yu, Y.Z., Zhao, J. (eds.) Computer Science for Environmental Engineering and EcoInformatics, vol. 159, pp. 195–200. Springer-Verlag, Heidelberg (2011). doi: 10.1007/978-3-642-22691-5_34 CrossRefGoogle Scholar
  29. 29.
    Liburd, J.J., Christensen, I.M.F.: Using web 2.0 in higher tourism education. J. Hosp. Leisure Sport Tour. Educ. 12(1), 9–18 (2013)Google Scholar
  30. 30.
    Madge, C., Meek, J., Wellens, J., Hooley, T.: Facebook, social integration and informal learning at university: it is more for socialising and talking to friends about work than for actually doing work. Learn. Media Technol. 34(2), 141–155 (2009)CrossRefGoogle Scholar
  31. 31.
    Manca, S., Ranieri, M.: Facebook and the others. Potentials and obstacles of social media for teaching in higher education. Comput. Educ. 95, 216–230 (2016)CrossRefGoogle Scholar
  32. 32.
    Meghaghab, G.: Search engines, link analysis, and users’ behavior.
  33. 33.
    Ministerio de Educación, Cultura y Deporte: Datos y cifras del sistema universitario español. Curso 2014–2015. Secretaría General Técnica (2015)Google Scholar
  34. 34.
    Paul, J.A., Baker, H.M., Cochran, J.D.: Effect of online social networking on student academic performance. Comput. Hum. Behav. 28(6), 2117–2127 (2012)CrossRefGoogle Scholar
  35. 35.
    Pulizzi, J., Combemale, C.: Content marketing in the UK: 2013 benchmarks, budgets, and trends. Content Marketing Institute, Reino Unido (2014)Google Scholar
  36. 36.
    Rahona, M.: La educacion universitaria en España y la inserción laboral de los graduados en la década de los noventa. Un enfoque comparado. Instituto de la Juventud, Madrid (2008)Google Scholar
  37. 37.
    Roblyer, M., McDaniel, M., Webb, M., Herman, J., Witty, J.: Fidings on Facebook in higher education: a comparison of college faculty and student uses and perceptions of social networking sites. Internet High. Educ. 13(3), 134–140 (2010)CrossRefGoogle Scholar
  38. 38.
    Rodríguez, M.M., Rodríguez, C., Martínez, V.A.: “La Comunicación del Camino de Santiago y los Medios Sociales” en CISTI’2015. In: 10ª Conferencia Ibérica de Sistemas y Tecnologías de Información, Aveiro, Portugal (2015)Google Scholar
  39. 39.
    Ross, C., Orr, E.S., Sisic, M., Arseneault, J.M., Simmering, M.G., Orr, R.R.: Personality and motivations associated with Facebook use. Comput. Hum. Behav. 25(2), 578–586 (2009)CrossRefGoogle Scholar
  40. 40.
    Selwyn, N.: Faceworking: exploring students’ education-related use of Facebook. Learn. Media Technol. 34(2), 157–174 (2009)CrossRefGoogle Scholar
  41. 41.
    Smith, S.D., Caruso, J.B.: Research study. ECAR study of undergraduate students and information technology, vol. 6. EDUCAUSE Center for Applied Research, Boulder, CO. (2010). Retrieved 1 Mar 2011
  42. 42.
    Sobaih, A.E., Moustafa, M.: Speaking the same language: the value of social networking sites for hospitality and tourism higher education in Egypt. J. Hosp. Tour. Educ. 28(1), 46–56 (2016)Google Scholar
  43. 43.
    Stirling, E.: Technology, time and transition in higher education—two different realities of everyday Facebook use in the first year of university in the UK. Learn. Media Technol. 41(1), 100–118 (2016). doi: 10.1080/17439884.2015.1102744 CrossRefGoogle Scholar
  44. 44.
    Sugimoto, C., Hank, C., Bowman, T., Pomerantz, J.: Friend or faculty: social networking sites, dual relationships, and context collapse in higher education. 20(3) (2015). Accessed 1 Mar 2017
  45. 45.
    Teijeiro-Álvarez, M., Rodríguez-Vázquez, C., Blázquez-Lozano, F.: The importance of social capital in higher education. A study of the Facebook fan pages. New Adv. Inf. Syst. Technol. 445(2), 461–469 (2016)CrossRefGoogle Scholar
  46. 46.
    Ter Wal, A.L.J.: Networks and geography in the economics of knowledge flows: a commentary. Qual. Quant. 45, 1059–1063 (2011)CrossRefGoogle Scholar
  47. 47.
    Track Social: Optimizing Facebook engagement—part 3: the effect of post length. (2012). Accessed 1 Mar 2017
  48. 48.
    Tsai, C.-W.: Applications of social networking for universal access in online learning environments. Univ. Access Inf. Soc. (2016). doi: 10.1007/s10209-016-0455-2 CrossRefGoogle Scholar
  49. 49.
    Utulu, S.C., Okoye, M.A.: Application of social capital theory to Nigerian university web sites. Electron. Libr. 28, 171–183 (2010)CrossRefGoogle Scholar
  50. 50.
    Valerio, G., Herrera-Murillo, D.J., Rodríguez-Martínez, M.C.: Asociación entre el momento de publicación en las redes sociales y el engagement: estudio de las universidades mexicanas. Palabra clave 17(3), 749–772 (2014). doi: 10.5294/pacla.2014.17.3.8 CrossRefGoogle Scholar
  51. 51.
    Wilson, R.E., Gosling, S.D., Graham, L.T.: A review of Facebook research in the social sciences. Perspect. Psychol. Sci. 7(3), 203–220 (2012)CrossRefGoogle Scholar
  52. 52.
    Zornoza, C., Gil, M.T., Roca, V.: Hacia modelos de calidad de servicio orientados al cliente en las universidades públicas: el caso de la Universitat Jaume I. Investigaciones europeas de Dirección y Economía de la Empresa 5(2), 69–92 (1999)Google Scholar

Copyright information

© Springer-Verlag Berlin Heidelberg 2017

Authors and Affiliations

  1. 1.Department of Economic Analysis and Business AdministrationUniversity of A CoruñaA CoruñaSpain

Personalised recommendations