Esta investigación analiza el comportamiento de 50 variables relacionadas con la responsabilidad social corporativa en la comunicación de todas las universidades españolas. Para ello se analizan más de 250000 tuits emitidos por las cuentas de Twitter de dichas universidades, tanto públicas como privadas, y se aplican diversos algoritmos para medir la frecuencia de conceptos propios del universo semántico de la responsabilidad social corporativa. Los resultados revelan una desigual presencia de estos términos en la comunicación exterior de las universidades y una media llamativamente reducida, lo que hace concluir que dichos conceptos no forman parte de la comunicación exterior de las universidades. A partir de ello, se plantean futuras líneas de investigación y se propone un inédito sistema de indicadores de responsabilidad social universitaria.

This research analyzes the behavior of 50 variables related to corporate social responsibility in the area of communication of every Spanish university. To this aim, more than 25,0000 twits sent by the Twitter accounts of said universities—both private and public—were analyzed. Several different algorithms were applied to measure the frequency of concepts linked to the semantic universe of corporate social responsibility. The results reveal an unequal presence of these terms in the universities’ outgoing messages and an alarmingly reduced median, which leads us to conclude that these concepts are not part of these institutions’ outgoing communication. Based on this, future lines of research, as well as a unique system of university social responsibility indicators are proposed.

This research analyzes the behavior of 50 variables related to corporate social responsibility in the area of communication of every Spanish university. To this aim, more than 25,0000 twits sent by the Twitter accounts of said universities—both private and public—were analyzed. Several different algorithms were applied to measure the frequency of concepts linked to the semantic universe of corporate social responsibility. The results reveal an unequal presence of these terms in the universities’ outgoing messages and an alarmingly reduced median, which leads us to conclude that these concepts are not part of these institutions’ outgoing communication. Based on this, future lines of research, as well as a unique system of university social responsibility indicators are proposed.