La comunicación estratégica de los conservatorios superiores de música españoles a través del análisis de sus redes sociales

The global and competitive environment in which higher education is currently immersed also affects Spanish higher music conservatories. They, like the universities, compete to attract and retain students and faculty, using different strategies to stand out and influence the choice process. Social networks are one of the strategies used for the positioning and differentiation of higher music conservatories, becoming the appropriate channel for: a) to show society the activities and value provided by conservatories; b) to communicate with students; and c) to involve teachers and students in the creation of the corporate image through interaction with the centre. The main objective of this paper is to analyse the communication strategy used by Spanish music conservatories in social networks. For this, the uses and contents of the social networks of the 36 public and private Spanish higher conservatories of music during the month of February 2022 have been analyzed through a descriptive and analytical research. We used as a reference the models proposed by Pérez-Bonaventura, Tárrega and Vilajosana (2021), Brito, Laaser and Toloza (2012) and Paniagua-Rojano and Gómez-Calderón (2012) for the analysis of the use of social networks in the Spanish and Catalan universities, adapted to Spanish and Catalan universities, adapted to the specificity and characteristics of conservatories. The results reveal an unequal presence of conservatoires in social networks, being its majority use the promotion of their activities for the educational community and with few incentives for participation. The reduced number of interactions generated seems to show the lack of a clear and differentiated strategic planning.