{"id":19333,"date":"2025-07-16T09:21:22","date_gmt":"2025-07-16T09:21:22","guid":{"rendered":"https:\/\/www.s22digital.com\/?p=19333"},"modified":"2026-07-17T07:37:29","modified_gmt":"2026-07-17T07:37:29","slug":"social-media-at-the-uam-strategy-identity-and-digital-community-madrid","status":"publish","type":"post","link":"https:\/\/www.s22digital.com\/en\/social-media-at-the-uam-strategy-identity-and-digital-community-madrid\/","title":{"rendered":"Social Media at the UAM: Strategy, Identity and Digital Community (Madrid)"},"content":{"rendered":"<p>In today&#8217;s university ecosystem, social media is much more than an information channel: it is a key tool for community building, institutional projection and the dissemination of university life. In the case of the <strong>Universidad Aut\u00f3noma de Madrid (UAM)<\/strong>, its digital strategy responds to professional, rigorous planning adapted to the objectives of a public university committed to transparent information and active participation.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-medium wp-image-15840\" src=\"https:\/\/www.s22digital.com\/wp-content\/uploads\/2025\/07\/publicacion-uam-300x279.png\" alt=\"\" width=\"300\" height=\"279\" srcset=\"https:\/\/www.s22digital.com\/wp-content\/uploads\/2025\/07\/publicacion-uam-300x279.png 300w, https:\/\/www.s22digital.com\/wp-content\/uploads\/2025\/07\/publicacion-uam.png 538w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<h2>Which Social Networks Does the UAM Use?<\/h2>\n<p>The UAM has an active presence on the main social platforms:<\/p>\n<ul>\n<li>Instagram<\/li>\n<li>Facebook<\/li>\n<li>LinkedIn<\/li>\n<li>X (formerly Twitter)<\/li>\n<li>Bluesky<\/li>\n<\/ul>\n<p>Of all of them, the ones that concentrate the greatest volume of content and daily updates are <strong>Instagram, Facebook and Bluesky<\/strong>. There, the university publishes institutional information, academic notices, cultural and scientific campaigns, event coverage and participatory activities adapted to the university audience.<\/p>\n<h2>Professional Planning: Daily, Themed Content<\/h2>\n<p>The UAM&#8217;s social media management is based on <strong>monthly content calendars<\/strong>, drawn up in advance and as a team. Each day of the month is assigned to a specific theme (grants, sustainability, research, cultural life, key dates, calls for applications, etc.), and <strong>copy differentiated by social network<\/strong> is written, taking into account the language, format and type of audience of each one. To all this is added the corresponding <strong>visual creativity<\/strong>: from stories or reels for Instagram to institutional graphics for Bluesky and Facebook.<\/p>\n<p>In addition, for certain recurring content, <strong>predefined communication templates<\/strong> are used to help maintain a coherent identity. For example, content related to <strong>Cultura Cient\u00edfica<\/strong> (Scientific Culture) or posts derived from interviews such as <strong>Onda Cero<\/strong> follow fixed structures, changing the theme, thus reinforcing institutional recognition and streamlining publication processes.<\/p>\n<p>These calendars are coordinated in <strong>weekly meetings of the communication team<\/strong>, where the schedule is reviewed, adapted to possible institutional changes and updated with topical content. Planning is not only reactive, but strategic and sustained over time.<\/p>\n<h2>Tone and Style: The Voice of a Public University<\/h2>\n<p>The tone of the UAM&#8217;s social media communication is institutional and clear. As a public university, transparency, objectivity and informational usefulness are priorities. The messages are designed to reach students, teaching and research staff, administrative staff, alumni and interested citizens, so both the wording and the fidelity to the university&#8217;s values are carefully considered. Although the formats change, the visual and editorial identity remains coherent across all platforms, thus reinforcing institutional branding. Each post is part of a communicative ecosystem coordinated with other areas of the university: scientific culture, sustainability, equality, guidance, internationalisation, among others.<\/p>\n<h2>Real-Time Coverage and Event Management<\/h2>\n<p>One of the strong points of the UAM&#8217;s social media strategy is the communicative management of events. When conferences, congresses, awards, fairs or relevant ceremonies are held on any of the campuses, the communication team organises coverage with photography staff who capture the key images of the event. These images are published in real time, accompanied by copy prepared in advance, so that all the content is coherent, immediate and high-impact. Immediacy does not imply improvisation, but rather precise coordination between prior planning and agile execution, resulting in a solid, up-to-date digital presence.<\/p>\n<h2>Beyond the Like: A Connected Community<\/h2>\n<p>The UAM&#8217;s social media does not only inform: it also builds community. Through these platforms, students find out about grants, health campaigns, cultural activities, mobility opportunities or key deadlines. In addition, a collective narrative is generated that strengthens the sense of belonging, institutional pride and knowledge of the many services and resources the university offers. In short, social media at the UAM is an essential part of its communicative structure. Its proper planning, institutional tone, use of coherent templates, team coordination and constant attention to current affairs allow the university to maintain a professional, transparent and approachable image across all its channels.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In today&#8217;s university ecosystem, social media is much more than an information channel: it is a key tool for community building, institutional projection and the dissemination of university life. In the case of the Universidad Aut\u00f3noma de Madrid (UAM), its digital strategy responds to professional, rigorous planning adapted to the objectives of a public university [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":15766,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[2],"tags":[],"class_list":["post-19333","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Social Media at the UAM: Strategy, Identity and Digital Community (Madrid) - S22 Digital<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.s22digital.com\/en\/social-media-at-the-uam-strategy-identity-and-digital-community-madrid\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Social Media at the UAM: Strategy, Identity and Digital Community (Madrid) - S22 Digital\" \/>\n<meta property=\"og:description\" content=\"In today&#8217;s university ecosystem, social media is much more than an information channel: it is a key tool for community building, institutional projection and the dissemination of university life. 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