The Facebook as a strategy to overcome the scarcity of institutional communication means: the case of the School of Letters of the University of Coimbra
DOI:
https://doi.org/10.11606/issn.2238-2593.organicom.2015.139275Keywords:
Communication. Organization. University. Facebook. Social networks.Abstract
Facebook is the leading social network on a global scale. In Portugal 96% of the social network users have a Facebookprofile and 87%, mostly youngsters, claim that they used it often. Based on this scenario and on the potentialities that theWeb 2.0 provides, the School of Letters of the University of Coimbra (Fluc) provides the uncommon experience of, in view ofthe scarcity of human resources and financial means, using Facebook as a strategic tool for its communications.
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