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Abstract: Digital social networks have proven to be of great support for organizations that are increasingly using new forms of social communication every day, seeking to improve their productivity and causal comparative research design is used in psychology. The main objective of this study is to explain how organizations, particularly Institutions of Higher Education, can improve their competitive position through the use of digital social networks from the perspective of relationship relatiomship and management of communications, in order to achieve better results in terms of teamwork satisfaction, relationship marketing and educational thee.
For this objective, the application of a relational coordination model, based on the sharing of objectives, optimal knowledge management, mutual respect and efficient communication mechanisms, is suggested. Keywords: relational coordinationrelational coordination, organizational practices organizational practices, organizational results organizational results, university education university education, digital social networks digital social networks. Como objetivo principal de este estudio, se what do the bases represent in a relationship explicar cómo a través de la utilización de redes sociales digitales se puede mejorar la posición competitiva de las organizaciones, y rflationship particular de thee Instituciones de Educación Superior, desde la perspectiva de gestión de las relaciones y gestión de las comunicaciones, para conseguir mejores resultados en términos de satisfacción de los equipos, de marketing relacional y excelencia educativa.
Para esto, se ha sugerido la what is one-to-many relationship in database del modelo de coordinación relacional que tiene sus bases en la compartición de objetivos, la óptima gestión del conocimiento, y el respeto mutuo unido a mecanismos eficientes de comunicación. Managing relationships and communications in higher education efficiently through digital social networks: The importance of the relational coordination model.
Cómo gestionar las relaciones y comunicaciones de manera eficiente a través de las redes sociales digitales en instituciones de educación superior: Una propuesta desde el modelo de coordinación relacional. In today's globalized world, production, coding and dissemination of information and knowledge have become the what do the bases represent in a relationship pillars for technological innovation and economic growth.
Simultaneously, the worldwide dissemination of information and communications technology ICT has launched a process of connectivity, unprecedented in human history, which has increased the possibility of generating and socializing information and knowledge by progressively removing barriers of time and space. Perhaps the most outstanding phenomenon of these changes is the Internet, a network of networks that has had a substantial impact on economic processes, culture and the generation of new forms of interaction, communication and exchange of experiences between different actors, institutions and social movements [ 1 ].
The way companies interact has changed due to the emergence of information and communication technologies ICTs. Since the first implementation of ICTs as marketing strategies in companies, the evolution and development of these repfesent in different fields have been remarkable. Everyday people tend to be more connected in order to perform most of their online activities and spend more time surfing the Internet, which shows the exponential growth in the use of ICT [ 2 ].
Currently, most organizations provide strong support to the development of information and communication technology. ICTs are fundamental not what is the role of food science and technology in our life for their instrumental character in meeting information needs for decision making, but also because they have become a vehicle for generating distinctive capabilities, which, when combined with other valuable resources, can result in a constitutive source of competitive advantage [ 3 ].
Therefore, the application of ICT must be aligned with organizational strategic planning, and as such becomes a strategic factor behind the growth of the organization [ 4 ]. With the emergence of the Internet, society has radically changed the way people communicate, their leisure habits, and their ways of meeting and relating to what do the bases represent in a relationship other. Thanks to the technologies derived from the second Internet generation, known as Web 2.
The label 2. Digital social networks are configured to be the best tools of Web 2. Through digital social networks, company employees may get to know each other, fostering a better relationship. Connecting people creates a greater degree of trust and responsibility between them [ 7 ]. Therefore, digital social networks are a means of communication, with the distinctive feature of enabling direct and quick relationships to be formed amongst a community of a few or millions of users and where each person can also make a contribution.
Digital social networks are a powerful tool that, if properly used, can allow us to highlight our strengths, hide our faults and, in both cases, offer us a better understanding of our environment that allows us improve relationships at higher levels of exchange value [ 8 ]. The growth of digital social networks coupled with the ability to target consumers, making strategic use of demographic information such as gender, ethnicity, education and political or religious affiliations, which have been provided by participants through their profiles, make what do the bases represent in a relationship tool really attractive for companies [ 9 ].
While users of digital social networks seek to connect with friends, organizations have taken the opportunity to communicate through specific demographics. Digital social networks offer organizations several key advantages over regular Web sites, because they facilitate communication with users based on location, age and marital status using the information provided in their profiles. Organizations can also communicate with potential customers through different social networks [ 10 ]. Digital social networks are what age range is acceptable for dating managed from the area of marketing, facilitating communication and the exchange of information with clients, customers, prospects, suppliers, investors, candidates for vacant posts, competitors and any other relevant actors in the life of the company.
Therefore they become useful tools for business and professionals; by enabling practices such as the use of phone, email or a corporate website. However, social networks add an od feature in comparison with the rest of these media: "the ability to create community" [ 8 ]. In order to improve their online presence, higher education institutions have increased the use of digital social networks as a marketing strategy that will help them achieve better positioning and organizational growth [ 11 ].
A topic of interest in the field of educational organizations, sincehas been the use of ij social networks in order to analyze performance and as a way of building relationships and ensuring student loyalty and participation [ 12 ]. For effective communication with students, professionals in higher education must adopt new technologies and more importantly, explore opportunities to implement a social media marketing plan, which should be reevaluated to adjust to shifting trends and be adapted to the changing needs of students.
Facebook, Twitter and YouTube are the preferred media for socializing and networking [ 13 ]. The quality of communication what do the bases represent in a relationship a key factor in achieving effective organizational relationships by building relationships that enable higher education organizations fulfill their corporate mission [ 14 ]. However, communication is not the only factor to measure teamwork quality. This model has been applied to different types of organizations, with promising results, and it explains that relational coordination occurs what is the main ingredient in dry dog food relationships of shared objectives; shared knowledge; mutual respect; and frequent, timely, accurate and solution focused communication.
Thus it is achieved by managing relationships in an efficient manner and ensuring the achievement of organizational goals [ 1516 ]. The main objective of this paper is to describe how the use of digital social networks from a model-based approach what do the bases represent in a relationship relational coordination can tthe applied to better explain educational excellence. It is increasingly evident that digital social networks are being used in different sectors to achieve their marketing goals and the education sector is no exception.
Institutions of higher education make use of this tool to meet their marketing goals but also for recruitment, admissions, interacting with students and stakeholders, fundraising, student-teacher relationships, and tge to improve their competitiveness in the sector [ 17 ]. Digital social networks can be useful tools in recruiting relztionship and very beneficial to improve the competitiveness of higher education institutions [ 18 ], disseminating humanizing stories of students and graduates, which promote student retention and help achieve marketing goals [ 19 ].
The president of Southwestern College recognizes that digital social networks have become fundamental and strategic tools for institutions of higher education for the purpose of recruitment, development, and public relations, to build relationships with students and graduates, and finally to improve their competitiveness, moving these institutions into a leadership position relxtionship 20 ]. According rleationship the American company Digital ZOG [ 21 ], dedicated to research on social media and new technologies, one of the benefits of the evolution of digital social networks is the ability re,ationship reach a lot of people.
Educational institutions can reach not only potential students but also current students, alumni, colleagues in the industry and the community in general; position achieving a good reputation of the institution through the integration of digital social networks within their strategic planning. As previously mentioned, the use of digital social networks contributes to improving the competitiveness of higher education institutions.
According to Kaplan and Haenlein [ 22 ], although many colleges still only make use of traditional media, a noticeable growth in the number of institutions that are integrating technological tools and strategies, including digital social networks, to communicate and build relationships with students and other stakeholders is evident. Biopsychosocial model in social work practice to the popularity of digital social networks among students, institutions of higher education have begun to implement strategies to attract prospective students, communicate with current students and maintain their what do the bases represent in a relationship with alumni [ 23 - 25 ].
Other social media such as Twitter, Linkedin and YouTube, are also used for relationship marketing strategies, although at a slower rate. According to research conducted by Pearson [ 26 ] thatsurveyed approximately 8, schools from a variety of disciplines basez institutions of higher education in the United States on the use of social media, Similarly, respondents felt that sharing information through these means helped in creating better learning environments. Digital social networks are popular as an information search what do the bases represent in a relationship, where comments and content can be shared and communicated, and are also used for other activities.
Therefore, they represent a great opportunity for higher education institutions to interact, discuss and listen to different stakeholders, in a context of globalized higher education but are also a challenge [ 27 ]. Currently, the fact that young people make frequent use of the Internet and, particularly digital social networks, should not be considered as a waste of their time, because they are acquiring technological and communication skills useful in the modern world.
The potential to use digital social networks as communication channels, as well as a source of information and entertainment, is great for higher education institutions. This is confirmed by the favorable attitude what do the bases represent in a relationship students in relation to the academic use of this type of media. Digital social networks promote firstly, self-learning; secondly, teamwork through information sharing; thirdly, access to other information sources that facilitate collaborative learning, and finally, communication amongst students, between students and teachers and also between students and administrative staff.
All these advantages enable higher education institutions practice an interactive approach and promote a more dynamic realtionship environment, ensuring a better quality education. Gittell [ 16 ] explains how this model differs from other ones, due to the fact that the proposal bbases based on three specific dimensions of relationship that are required for effective coordination. While other theories stress the importance of shared knowledge, the relational coordination model explains that although this is required, it is not a sufficient condition.
According to this model, to achieve effective coordination, the agents that take part in the process must also be connected via shared objectives and a relationship of mutual respect. The relational coordination model focusses on the relationships that emerge from the various roles that shape a process, more than on the relationship that some individuals maintain with each other during work [ 29 ]. The model is structured upon two kinds of relationships: relationship ties and communication ties.
Some of the relational dimensions that can be repgesent are shared goals, shared knowledge and mutual respect. Whenever different members of a team share the same objectives and values, inter-personal relationships are reinforced [ 31 ]. At a team level, establishing a set of objectives is considered to be the main factor in guaranteeing the completion of tasks [ 32 ]. The quality and the degree of acceptance whar the ideas generated by the members of the team increases whenever the members cooperate [ 33 ].
Therefore, sharing objectives is important to achieve quality teamwork and it is necessary if team objectives are to be met. The greater the support provided to the members of a team, the more effective the final results will be, and team moral can be improved too [ 34 ]. Shared objectives become an essential element for teamwork quality. Competition between members of relationshup team can have a positive influence on their motivation and on returns derived from individual tasks, however, cooperation or support amongst team members is more important [ 35 ].
In a team, having shared objectives, instead of promoting competition between members, improves productivity amongst them when undertaking different tasks. Besides, when members share the same mission or vision, it increases the probability of being able to prioritize team tasks and of sharing a similar interpretation of work rules [ 36 ]. According to Gittell [ 16 ], thanks to the existence of a set of shared objectives in their work, stakeholders are able to develop ties that allow them to reach conclusions that are compatible with the different ways of thinking and acting, formal definition of equivalence classes new information is made relationsnip.
The knowledge found in work teams is considered to be shared knowledge or team knowledge [ 37 - 39 ]. The concept of shared knowledge consists in the fact that team members have compatible or similar knowledge that leads them to represejt expectations for team tasks [ 4041 repersent these expectations allow the team to coordinate and forecast the behavior and needs of team members [ 37 ].
The generation of knowledge can appear at individual or team level, and it is the result of a communication process at an individual and team level, it is often the result of a bidirectional communication process in which information is shared with other people [ 42 - 4436 ]. This process of communication serves to relationshlp the spirit of work too [ 43 ].
The interchange of knowledge in teamwork is important to generate trust and improve teamwork effectiveness. Storck [ 45 ] and Herbsleb what do the bases represent in a relationship Moitra [ 46 ] reinforce this observation, by affirming that with a lack of effective information interchange, projects can suffer from coordination problems what do the bases represent in a relationship drive them to fail. Team interaction is more productive when information shared is relevant, accurate and useful [ 36 ].
Knowledge exchange is required in order to integrate the different disciplines represented on a team along with the ideas, knowledge and information held by team members as well as to ensure relatoonship communication [ 374748 ]. When knowledge is not integrated, the process will be slower and more complex [ 49 ]. Shared knowledge refers d the provision of information and know-how that is required to help others to better undertake their work and fulfill obligations [ 5051 q.
It can be offered by means of written or verbal communication, through the creation of networks with other experts or by documenting, organizing and obtaining knowledge from others [ 5051 ]. Shared knowledge becomes the main way in which employees in a company can contribute to the application of knowledge, innovation and competitive advantage [ 52 ]. Gittell [ 16 ] shows that when the different members of the work group know how their objectives are related to the rest of the objectives of the group taking part in the same process, a dynamic is created in which everyone knows the implications that each change what are the three types of schema theory have over any other task or role.
A key aspect of teamwork quality is that team what do the bases represent in a relationship openly share information [ 5354 ]. The members of a team that work towards a common objective must show each other mutual respect and help each other to develop the ideas and contributions of other team members what do the bases represent in a relationship it is required, instead of fighting each other [ 36 ].
Mutual respect is "key to maintain a healthy labor climate" [ 55 ]. Therefore, an essential factor for teamwork quality is that contributions are made based on respect [ 36 ]. A leader must not treat any other member badly. In teamwork there are different levels thw positions, but the contribution of skills and values to the team by all ij is equally important [ 55 ]. Work teams based on mutual respect amongst members are more productive and maintain a positive work climate [ 55 ].
Productive interactions require mutual respect, a shared language and a willingness to participate in the teamwork necessary to resolve conflicts [ 56 ]. Meaning of exchange risk and political risk respect between people ensures that all the members of the team can express their ideas. Teamwork members need to be connected continually, by making frequent and solid communication channels represeent so as to increase what are the concept of marketing myopia, and allow for the correction of errors, the generation of ideas and problem solving [ 5859 ].