## 1 Introduction
### Social Network Services in Organizations
The researches revealed the existence of positive associations between the distribution of product-related information in this social network and the firm's value. Among studies that take university organizations as an object of analysis, several works stand out [21; 22; 23; 24; 25]. [PERSON] et al. [21] examined the Twitter presence of a sample of university libraries. Their findings revealed that, although libraries use this platform to disseminate information about collections, services, or the promotion of activities, its use is in general diffuse and poorly planned. [PERSON] and [PERSON] [24] explored the use of social media technologies for the distribution of research results in public university organizations. The authors confirmed that approximately 40% of the institutions examined used their corporate accounts on Facebook and Twitter to disseminate this type of content. [PERSON] and [PERSON] [22] analyzed the different communication channels used by a sample of university institutions. Among other results, the researchers addressed that approximately 80% of the students turned to the university Facebook account to learn about the current affairs of their school, even more than on the school's own website. [PERSON] et al. [26], using a wide sample of publications, investigated the institutional uses of Twitter in colleges and universities. Their study suggested that even though these technologies are commonly considered as dialogic platforms, their use, in many cases, remains remarkably monologic, focusing all attention on the unidirectional distribution of information of an institutional nature. \begin{table}
\begin{tabular}{c c c c c} \hline \hline
**Author/s** & **Year** & **Platforms** & **Type of** & **Purpose of the Study** \\  & & **Considered** & **Organization** & **Dissemination of information about** \\ [PERSON] et al. & 2016 & Twitter & University & \begin{tabular}{c} Dissemination of information about \\ libraries collections and services \\ \end{tabular} \\ \hline [PERSON] and [PERSON] & 2016 & \begin{tabular}{c} Facebook and \\ Twitter \\ \end{tabular} & University & \begin{tabular}{c} Distribution of research results \\ \end{tabular} \\ \hline [PERSON] and [PERSON] & 2016 & Facebook & University & \begin{tabular}{c} Analysis and comparison of digital \\ communication channels \\ \end{tabular} \\ \hline [PERSON] et al. & 2017 & Twitter & University & \begin{tabular}{c} Dialogic functionality of the platform \\ \end{tabular} \\ \hline [PERSON] & 2017 & Instagram & Business & \begin{tabular}{c} Recognition received by the message \\ depending on the publication topic \\ \end{tabular} \\ \hline [PERSON] & 2018 & Twitter & Business & Content sharing and propagation \\ \hline [PERSON] et al. & 2018 & Facebook & Business & Client perception of the organization \\ \hline [PERSON] et al. & 2018 & Twitter & University & \begin{tabular}{c} Use of corporate accounts in \\ situations of reputational crisis \\ \end{tabular} \\ \hline [PERSON] et al. & 2019 & Facebook & University & \begin{tabular}{c} Recognition obtained depending on \\ the publication source \\ \end{tabular} \\ \hline [PERSON] and [PERSON] & 2019 & Facebook & Business & \begin{tabular}{c} Impact that advertising insertions \\ have on the user \\ \end{tabular} \\ \hline [PERSON] and [PERSON] & 2019 & Instagram & Business & \
\begin{tabular}{c} Influence of publication’s tone on the \\ volume of comments \\ \end{tabular} \\ \hline [PERSON] and [PERSON] & 2019 & Twitter & Business &
\begin{tabular}{c} Associations between platform’s \\ activity and company market value \\ \end{tabular} \\ \hline \hline \end{tabular}
\end{table} 
Table 1: Studies on the use of social network services in organizations. [PERSON] et al. [23] examined the ways universities use their corporate accounts to respond to situations of reputational crisis. The study showed that the university's Twitter profile can be used, in such circumstances, to redirect traffic to the institutional website or to official press releases. Finally, [PERSON] et al.