La página web como herramienta para la retroalimentación comunicativa de las universidades españolas | The website as a tool for communicative feedback in Spanish universities
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Abstract
Resumen
La comunicación supone un activo estratégico esencial para cualquier organización. En el caso de las universidades es todavía más importante habida cuenta del proceso de convergencia europeo que exige la redefinición de discurso organizacional. Este hecho implica también la adopción de mecanismos de retroalimentación que permitan el retorno de información con sus públicos de forma rápida y ágil, que deben adaptarse a un entorno competitivo cada vez más exigente. Así, este trabajo analiza la exposición en página web de información a través de la llamada sala de prensa y las posibilidades de retroalimentación que ésta ofrece, tanto tradicionales como las enmarcadas en la llamada Web 2.0.
Abstract
Communication is an essential strategic asset for any organization. In the case of universities is even more important given the European convergence process, which requires the redefinition of organizational discourse, and decision-feedback mechanisms that permit the return of information quick for this organizations, which must adapt to a more demanding competitive environment. Thus, this paper analyzes the exhibition website information through the newsroom and any feedback, both traditional and framed in the so-called Web 2.0.
Palabras clave
Comunicación; Web 2.0; retroalimentación; visibilidad; portal Web; universidad
Keywords
Communication; Web 2.0; feedback; visibility; web portal; university
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