A socio-technical review of Social Media in a university organization

This paper intends to define efficiency indicators for using Social Media (SM) in a university setting, as well as to provide theoretical-practical bases for future research that takes into consideration the increasing use of SM in management processes. It is a theoreticalconceptual review of the socio-technical aspects of SM that is capable of subsidizing an evaluation methodology. It engages an applied approach, with exploratory and descriptive objectives, performing as such, a socio-technical analysis of SM, a study of university organizational guidelines for SM, an information flow analysis, and a proposal for efficiency indicators. This paper is part of a larger project entitled, “Information Flow through Social Media” which proposes as its main outcome an efficiency evaluation methodology for SM within university organizations.