{"id":19335,"date":"2025-07-16T09:21:22","date_gmt":"2025-07-16T09:21:22","guid":{"rendered":"https:\/\/www.s22digital.com\/?p=19335"},"modified":"2026-07-17T07:37:30","modified_gmt":"2026-07-17T07:37:30","slug":"reseaux-sociaux-a-luam-strategie-identite-et-communaute-numerique-madrid","status":"publish","type":"post","link":"https:\/\/www.s22digital.com\/fr\/reseaux-sociaux-a-luam-strategie-identite-et-communaute-numerique-madrid\/","title":{"rendered":"R\u00e9seaux sociaux \u00e0 l&rsquo;UAM : strat\u00e9gie, identit\u00e9 et communaut\u00e9 num\u00e9rique (Madrid)"},"content":{"rendered":"<p>Dans l&rsquo;\u00e9cosyst\u00e8me universitaire actuel, les r\u00e9seaux sociaux sont bien plus qu&rsquo;un canal d&rsquo;information : ils constituent un outil cl\u00e9 pour la construction de communaut\u00e9, la projection institutionnelle et la diffusion de la vie universitaire. Dans le cas de l&rsquo;<strong>Universidad Aut\u00f3noma de Madrid (UAM)<\/strong>, sa strat\u00e9gie num\u00e9rique r\u00e9pond \u00e0 une planification professionnelle, rigoureuse et adapt\u00e9e aux objectifs d&rsquo;une universit\u00e9 publique engag\u00e9e en faveur de l&rsquo;information transparente et de la participation active.<\/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>Quels r\u00e9seaux sociaux l&rsquo;UAM utilise-t-elle ?<\/h2>\n<p>L&rsquo;UAM est pr\u00e9sente activement sur les principales plateformes sociales :<\/p>\n<ul>\n<li>Instagram<\/li>\n<li>Facebook<\/li>\n<li>LinkedIn<\/li>\n<li>X (anciennement Twitter)<\/li>\n<li>Bluesky<\/li>\n<\/ul>\n<p>Parmi elles, celles qui concentrent le plus grand volume de contenu et de mises \u00e0 jour quotidiennes sont <strong>Instagram, Facebook et Bluesky<\/strong>. On y publie des informations institutionnelles, des avis acad\u00e9miques, des campagnes culturelles et scientifiques, des couvertures d&rsquo;\u00e9v\u00e9nements et des dynamiques participatives adapt\u00e9es au public universitaire.<\/p>\n<h2>Une planification professionnelle : un contenu quotidien et th\u00e9matique<\/h2>\n<p>La gestion des r\u00e9seaux sociaux de l&rsquo;UAM repose sur des <strong>calendriers mensuels de contenu<\/strong>, \u00e9labor\u00e9s \u00e0 l&rsquo;avance et en \u00e9quipe. Chaque jour du mois est attribu\u00e9 \u00e0 une th\u00e9matique pr\u00e9cise (bourses, durabilit\u00e9, recherche, vie culturelle, dates cl\u00e9s, appels \u00e0 candidatures, etc.), et l&rsquo;on r\u00e9dige des <strong>textes diff\u00e9renci\u00e9s par r\u00e9seau social<\/strong>, en tenant compte du langage, du format et du type de public de chacun. \u00c0 cela s&rsquo;ajoute la <strong>cr\u00e9ativit\u00e9 visuelle<\/strong> correspondante : des stories ou reels pour Instagram aux graphiques institutionnels pour Bluesky et Facebook.<\/p>\n<p>De plus, pour certains contenus r\u00e9currents, on utilise des <strong>mod\u00e8les de communication pr\u00e9d\u00e9finis<\/strong> qui aident \u00e0 maintenir une identit\u00e9 coh\u00e9rente. Par exemple, les contenus li\u00e9s \u00e0 <strong>Cultura Cient\u00edfica<\/strong> (culture scientifique) ou les publications issues d&rsquo;entretiens comme <strong>Onda Cero<\/strong> suivent des structures fixes, en changeant la th\u00e9matique, renfor\u00e7ant ainsi la reconnaissance institutionnelle et acc\u00e9l\u00e9rant les processus de publication.<\/p>\n<p>Ces calendriers sont coordonn\u00e9s lors de <strong>r\u00e9unions hebdomadaires de l&rsquo;\u00e9quipe de communication<\/strong>, o\u00f9 l&rsquo;on r\u00e9vise ce qui est programm\u00e9, on l&rsquo;adapte aux \u00e9ventuels changements institutionnels et on y int\u00e8gre des contenus d&rsquo;actualit\u00e9. La planification n&rsquo;est pas seulement r\u00e9active, mais strat\u00e9gique et soutenue dans le temps.<\/p>\n<h2>Ton et style : la voix d&rsquo;une universit\u00e9 publique<\/h2>\n<p>Le ton de la communication de l&rsquo;UAM sur les r\u00e9seaux sociaux est institutionnel et clair. En tant qu&rsquo;universit\u00e9 publique, la transparence, l&rsquo;objectivit\u00e9 et l&rsquo;utilit\u00e9 informative sont prioritaires. Les messages sont con\u00e7us pour atteindre les \u00e9tudiants, le personnel enseignant et chercheur, le personnel administratif, les anciens \u00e9l\u00e8ves et les citoyens int\u00e9ress\u00e9s ; on soigne donc autant la r\u00e9daction que la fid\u00e9lit\u00e9 aux valeurs de l&rsquo;universit\u00e9. M\u00eame si les formats changent, l&rsquo;identit\u00e9 visuelle et \u00e9ditoriale reste coh\u00e9rente sur toutes les plateformes, renfor\u00e7ant ainsi le branding institutionnel. Chaque publication fait partie d&rsquo;un \u00e9cosyst\u00e8me communicatif coordonn\u00e9 avec d&rsquo;autres domaines de l&rsquo;universit\u00e9 : culture scientifique, durabilit\u00e9, \u00e9galit\u00e9, orientation, internationalisation, entre autres.<\/p>\n<h2>Couverture en temps r\u00e9el et gestion des \u00e9v\u00e9nements<\/h2>\n<p>L&rsquo;un des points forts de la strat\u00e9gie de r\u00e9seaux sociaux de l&rsquo;UAM est la gestion communicative des \u00e9v\u00e9nements. Lorsque des journ\u00e9es, congr\u00e8s, prix, salons ou actes importants se tiennent sur l&rsquo;un des campus, l&rsquo;\u00e9quipe de communication organise une couverture avec du personnel photographique qui capture les images cl\u00e9s de l&rsquo;\u00e9v\u00e9nement. Ces images sont publi\u00e9es en temps r\u00e9el, accompagn\u00e9es de textes pr\u00e9par\u00e9s au pr\u00e9alable, afin que tout le contenu soit coh\u00e9rent, imm\u00e9diat et \u00e0 fort impact. L&rsquo;imm\u00e9diatet\u00e9 n&rsquo;implique pas l&rsquo;improvisation, mais une coordination pr\u00e9cise entre planification pr\u00e9alable et ex\u00e9cution agile, ce qui aboutit \u00e0 une pr\u00e9sence num\u00e9rique solide et actualis\u00e9e.<\/p>\n<h2>Au-del\u00e0 du like : une communaut\u00e9 connect\u00e9e<\/h2>\n<p>Les r\u00e9seaux sociaux de l&rsquo;UAM ne se contentent pas d&rsquo;informer : ils construisent aussi une communaut\u00e9. \u00c0 travers ces plateformes, les \u00e9tudiants s&rsquo;informent des bourses, des campagnes de sant\u00e9, des activit\u00e9s culturelles, des opportunit\u00e9s de mobilit\u00e9 ou des \u00e9ch\u00e9ances cl\u00e9s. De plus, une narration collective se cr\u00e9e, qui renforce le sentiment d&rsquo;appartenance, la fiert\u00e9 institutionnelle et la connaissance des nombreux services et ressources qu&rsquo;offre l&rsquo;universit\u00e9. En d\u00e9finitive, les r\u00e9seaux sociaux de l&rsquo;UAM sont une partie essentielle de sa structure communicative. Leur bonne planification, le ton institutionnel, l&rsquo;usage de mod\u00e8les coh\u00e9rents, la coordination des \u00e9quipes et l&rsquo;attention constante \u00e0 l&rsquo;actualit\u00e9 permettent \u00e0 l&rsquo;universit\u00e9 de maintenir une image professionnelle, transparente et proche sur tous ses canaux.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dans l&rsquo;\u00e9cosyst\u00e8me universitaire actuel, les r\u00e9seaux sociaux sont bien plus qu&rsquo;un canal d&rsquo;information : ils constituent un outil cl\u00e9 pour la construction de communaut\u00e9, la projection institutionnelle et la diffusion de la vie universitaire. Dans le cas de l&rsquo;Universidad Aut\u00f3noma de Madrid (UAM), sa strat\u00e9gie num\u00e9rique r\u00e9pond \u00e0 une planification professionnelle, rigoureuse et adapt\u00e9e aux [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":15767,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[6],"tags":[],"class_list":["post-19335","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classifiee"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>R\u00e9seaux sociaux \u00e0 l&#039;UAM : strat\u00e9gie, identit\u00e9 et communaut\u00e9 num\u00e9rique (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\/fr\/reseaux-sociaux-a-luam-strategie-identite-et-communaute-numerique-madrid\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"R\u00e9seaux sociaux \u00e0 l&#039;UAM : strat\u00e9gie, identit\u00e9 et communaut\u00e9 num\u00e9rique (Madrid) - S22 Digital\" \/>\n<meta property=\"og:description\" content=\"Dans l&rsquo;\u00e9cosyst\u00e8me universitaire actuel, les r\u00e9seaux sociaux sont bien plus qu&rsquo;un canal d&rsquo;information : ils constituent un outil cl\u00e9 pour la construction de communaut\u00e9, la projection institutionnelle et la diffusion de la vie universitaire. 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