Facebook Content Metrics for the Analysis of University Social Responsibility: The Case of the Technical University of Ambato

This study aims to analyze the metrics of reach and impact of content related to University Social Responsibility (USR) in the social network Facebook, particularly in the profile of the Technical University of Ambato. Based on a positivist paradigm with a simple descriptive approach, a comparative analysis was made of the increase in reaction to the publications on USR, measuring the emotional impact of the messages issued and the increase in followers from this awareness. In order to offer improvements in the interaction between the university and the university community and in the university-society link, achieving a reach and awareness of its USR actions, at the same time, it generates belonging and commitment in the university community to them. Among the remarkable results, the need for improvement in the application of digital platforms for measurement to increase the reach and impact of the publications of Facebook posts on USR is highlighted.  In conclusion, contributions are presented to improve the effectiveness of communication strategies in university social networks based on the quantitative measurement of existing metrics with platforms such as FanPage Karma, NVivo software and Google Analytics.