ANALYSIS OF SUSTAINABILITY ACTIONS IN HIGHER EDUCATION INSTITUTIONS SHARED ON SOCIAL MEDIA: AN APPROACH FROM THE PERSPECTIVE OF SOCIAL LISTENING.
Keywords:
Sustainability, Higher Education Institutions, Knowledge Management, Social Network Analysis, Social ListeningAbstract
Knowledge Management (KM) holds strategic potential in promoting sustainability in Higher Education Institutions (HEIs) through the collection, sharing, and application of knowledge in favor of sustainable development. This study aims to reflect on the importance of analyzing interactions on social media related to sustainability actions in HEIs, adopting the perspective of Social Listening. This network data analysis is carried out using Artificial Intelligence (AI) tools that make it possible to map themes, sentiments, frequency, and trends associated with sustainability, identifying the relationships and influences among stakeholders (administration, faculty, students, and the external community). The methodology combines a literature review with quantitative analysis of data extracted from social media, evaluating indicators such as sentiment analysis, engagement rate, and key influencers. The results highlight the relevance of KM, combined with technologies and participatory methodologies, in strengthening governance, institutional transparency, and improving sustainability in HEIs. Furthermore, the study points to social media-based indicators that allow for the assessment of the relevance of sustainability dimensions in HEIs, monitoring institutional reputation, analyzing different scenarios, and measuring the impact of actions over a given period. The conclusions emphasize the importance of Social Listening as a strategic tool for HEIs to understand stakeholder expectations, identify communication opportunities, and enhance their sustainability practices, consolidating their image as sustainability agents and fostering open and transparent dialogue with society.
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