Técnicas multicriterio aplicadas a las redes sociales en el sector público: el uso de Twitter por distintos perfiles de fuerzas y cuerpos de seguridad

Ester Guijarro; Cristina  Santandreu Mascarell; Lourdes Canós Darós; Rebeca Díez Somavilla; Eugenia Babiloni Griñón

doi:10.4185/RLCS-2018-1314

Authors

Ester Guijarro Politechnic University of Valencia https://orcid.org/0000-0002-9574-9852
Cristina Santandreu Mascarell Politechnic University of Valencia https://orcid.org/0000-0002-9574-9852
Lourdes Canós Darós Politechnic University of Valencia https://orcid.org/0000-0002-9609-2880
Rebeca Díez Somavilla Politechnic University of Valencia https://orcid.org/0000-0002-2620-5229
Eugenia Babiloni Griñón Politechnic University of Valencia https://orcid.org/0000-0002-2620-5229

DOI:

https://doi.org/10.4185/RLCS-2018-1314

Keywords:

AHP, law enforcement authorities, social marketing, multicriteria, public sector, Twitter

Abstract

Currently, public organizations are promoting the use of social media as a communication tool for social marketing, in order to influence the behaviour of individuals to achieve social welfare. Methodology: The multi-criteria technique AHP (Analytical Hierarchical Process) has been applied to four Twitter profiles of law enforcement authorities from different territorial areas. Thus, the model has been represented as a hierarchy, the explanatory variables that explain the correct use of social media have been identified and grouped into clusters and both variables and clusters have been weighted using the judgment of a communication expert. Results: Among the clusters of explanatory variables used for the study, "C3. Impact of the profile" has been identified as the most important for the expert. As regards the variables, the most relevant is "Number of followers". On the other hand, the results show the effectiveness of Twitter profiles of the different law enforcement authorities analyzed as a communication tool. Conclusions: This work provides practical information, since it identifies which are the fundamental variables to obtain an efficient use in social media and reach the proposed goal of influencing individuals to achieve a common welfare. Furthermore, further research is opened to complement the results obtained.

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Author Biographies

Ester Guijarro, Politechnic University of Valencia

She is currently a member of the Department of Business Organization of the Universitat Politècnica de Valencia and she is a professor in the Faculty of Administration and Business Management. She is a Cum Laude PhD in Business Administration, being granted the extraordinary award for her dissertation. From her beginnings in the university back in 2008, she has taught in the area of business organization in the subjects of human resources management, marketing, public management and operational research. She has published many scientific papers in international journals of renown prestige in the area of business organization, as well as book chapters in renown international editorials. She participates in national and international congresses on a regular basis and has performed several academic stays in other European universities. She is author of different articles about innovation in teaching, she has participated in several projects about innovation in teaching which results have been presented in international congresses. In addition, she tutors bachelor’s degree theses. Recently, she received a positive evaluation of a research line.

Cristina Santandreu Mascarell, Politechnic University of Valencia

Cristina Santandreu Mascarell is graduate in Administration and Business Management and Cum Laude PhD, in Business Organization. She is a member of the Board of Directors of the Chair in Innovation of the Gandia Campus (UPV). She has been working as a professor and researcher in Universitat Politècnica de València for more than 10 years. She is researcher in the project H2020 CoSIE: Co-creation of Service Innovation in Europe. She is professor in the field of business organization, teaching across different study degrees: audiovisual communication, telecommunications, tourism, administration and business management, environmental sciences and management of public administration. The subjects are diverse, including: business creation, business organization, innovation, entrepreneurship, human resources, etc. Her research lines are the area of business organization, innovation, entrepreneurship, use of social networks in public administrations and health management. She actively participates in national and international congresses and has published articles in different international scientific journals of renown prestige as well as book chapters. She participates in teams and projects of innovation in teaching which results have promoted many publications in congresses, journals and books, both national and international. She has been president of the Congress AEDEM 2018. She performed many stays in many universities of the United States.

Lourdes Canós Darós, Politechnic University of Valencia

Lourdes Canós Darós is graduate in Administration and Business Management and PhD in Economy, and is a member of the research group ROGLE. She worked as Subdirector of the area of Tourism Management in the Gandia Campus of Universitat Politècnica de València for 7 years and is a member of different management commissions. She has published papers in different international scientific journals of renown prestige in the field of business organization. She has also participated in some books about management. As a recognition for her task as researcher, she was granted the ASEPUMA Award in 2004 for young researchers. In addition, she actively participates in international congresses together with other professors, scientists and business directors. She has taught in different courses and seminars about human resources management, management under uncertainty situations, organization of tourism companies, new technologies and information and decision making systems in different countries.

Rebeca Díez Somavilla, Politechnic University of Valencia

Rebeca Díez Somavilla is graduate in Information Sciences and is a member of the research group of Instituto de Diseño para la Fabricación y Producción Automatizada. She obtained her PhD with a dissertation about values and educational competencies in videogames of children’s TDT. She is coordinator of the Master’s degree CALSI, specialized on Social Media, and codirector of the International Congress Comunica2. Her research has been focused on new methodologies in teaching and uses and applications of CITs in children and teenagers. She has published chapters and articles on different books of editorials with renowned prestige, and in national and international congresses. She has taught in courses and seminars about digital marketing, online journalism, uses of social networks and transmedia. Her work as university professor was combined with her professional tasks, with more than 25 years of experience in the journalistic sector (press, radio, television and online communication).

Eugenia Babiloni Griñón, Politechnic University of Valencia

She is currently professor in the Faculty of Administration and Business Management and member of the department of Business Organization of Universitat Politècnica de Valencia. She obtained her PhD in 2009 and since then she has taught mainly in the degrees of Administration and Business Management and Public Management and Administration in subjects related to Operational research, Human Resources Management, Innovation and, recently, Social Marketing. She is author of many scientific articles and innovation in teaching in journals of national and international impact as well as author of lectures in national and international congresses. She tutors study degree theses and doctorate dissertations on a regular basis. Her research task was recognized with a six-year period of research for the 2007-2012 period and since December 2017 she is Vice-Dean of Students and Institutional Relations of the Faculty of Administration.

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