DYNA

Digital social networks have proven to be of great support for organizations that are increasingly using new forms of social communication every day, seeking to improve their productivity and competitiveness. The main objective of this study is to explain how organizations, particularly Institutions of Higher Education, can improve their competitive position through the use of digital social networks from the perspective of relationship management and management of communications, in order to achieve better results in terms of teamwork satisfaction, relationship marketing and educational excellence. For this objective, the application of a relational coordination model, based on the sharing of objectives, optimal knowledge management, mutual respect and efficient communication mechanisms, is suggested.