Redes sociales horizontales y su impacto en el ámbito empresarial y social

[ES]“En la era digital, lo más prudente es atreverse” (Shimon Peres, ex primer ministro de Israel). El mundo actual: inmediato, complejo y altamente tecnológico obliga a las empresas, organizaciones e instituciones a adaptarse a las nuevas reglas del juego. Las nuevas herramientas, aplicaciones e infraestructuras tecnológicas no son más que un medio que ha modificado nuestra forma de actuar y relacionarnos. Los usuarios han roto una barrera y se han sumergido en internet y en redes sociales cambiando su forma de comportarse en estos entornos online. Con tan solo un clic acceden a millones y millones de datos que les convierte en individuos con mucho poder, colocándoles en una posición privilegiada. Esta situación ha obligado a las organizaciones “atreverse”, a vencer sus miedos y entrar en este nuevo mundo digital y con él, a participar en las redes sociales. Este nuevo cambio de visión debe ser comprendido, si lo que pretenden es incentivar y potenciar las oportunidades que ofrece el mundo digital. Entender cómo los usuarios reaccionan ante diferentes estímulos o saber qué variables determinan que unos u otros usuarios estén dispuestos a comportarse de una u otra forma en estas plataformas sociales, se convierte en una necesidad. Esta necesidad está siendo cada vez mayor para multitud de organizaciones que encuentran en las redes sociales un nuevo canal de comunicación, promoción y difusión ideal para sus acciones. Esta tesis doctoral quiere dar respuesta a éstas y otras incógnitas a través de una profunda y rigurosa investigación acerca de diversos comportamientos en tres ámbitos (comercial, social y de difusión de la ciencia y la tecnología) en estas plataformas virtuales

Desarrollo de un proyecto empresarial a través de la asignatura “Gestión de proyectos empresariales”.

Memoria ID-053. Ayudas de la Universidad de Salamanca para la innovación docente, curso 2013-2014

Propuesta de mejora para la empresa Mirat Agroservicios a través de la asignatura Dirección de Operaciones en Distribución Comercial

Memoria ID-0043. Ayudas de la Universidad de Salamanca para la innovación docente, curso 2016-2017

Simulación de un mercado real a través del software de gestión de la empresa ANFIX para la asignatura “Dirección de operaciones en distribución comercial”

Memoria ID-0219. Ayudas de la Universidad de Salamanca para la innovación docente, curso 2015-2016

The use of horizontal social networks to promote and publicize university teaching

[EN] : The purpose of this paper is to examine the effectiveness of the online advertising techniques through the social network Facebook, as a broadcasting and promotion tool to disseminate information of universities. By means of a case study, we present the findings on a research center belonging to the public sector. Results show that these techniques are able to get a large number of impressions and clicks, which impacts (in terms of awareness and recognition) go beyond the initial targeted group. Although the results are based on a single public teaching center and therefore they cannot be used to make generalizations, the conclusions of the study show the cost-effective effect relationship of these innovative techniques when promoting universities among the online community. Consequently, these methods represent and important supporting point on the universities’ marketing strategies when addressing the challenges of this new, digital society.Lahuerta-Otero, E.; Cordero-Gutiérrez, R. (2015). The use of horizontal social networks to promote and publicize university teaching. En 1ST INTERNATIONAL CONFERENCE ON HIGHER EDUCATION ADVANCES (HEAD' 15). Editorial Universitat Politècnica de València. 1587-165. https://doi.org/10.4995/HEAd15.2015.282OCS158716

Looking for the perfect tweet. The use of data mining techniques to find influencers on twitter

The purpose of this study is to investigate influencers on Twitter to discover the characteristics of their tweets through PIAR, a unique data mining research tool developed by the University of Salamanca that combines graph theory and social influence theory. An analysis of 3853 users posting about two automotive Japanese car firms, Toyota and Nissan, reveals the characteristics influencers have on this social network. The findings suggest that influencers use more hashtags and mentions on average when they tweet, and their word count is fewer than those with less power on this virtual community. Surprisingly, they tend to include less embedded links on their posts. Additionally, influencers have on average a large number of people they follow and they clearly express their opinions and feelings (either positive or negative) when tweeting. The results broaden the understanding of how influencers write and behave on social networks when they communicate with their users' community. Further, it provides insights for practitioners and marketers on how to discover influencers talking about their brands by observing tweets' content

Actualización en el diagnóstico y manejo de la pancreatitis aguda

Acute pancreatitis is an inflammatory process that can be limited to the pancreas itself, or extended throughout neighbor structures, causing an acute inflammatory response syndrome that can lead to death. Its pivotal symptom is acute abdominal pain, and its diagnosis is based on three main pilars, which are: clinical signs and symptoms, laboratory findings, and imagingLa pancreatitis aguda es un proceso inflamatorio que puede limitarse al páncreas o puede extenderse a estructuras vecinas, provocando así un síndrome de respuesta inflamatorio agudo que puede culminar en la muerte. Su síntoma pivote es el dolor abdominal agudo y su diagnóstico se basa en tres pilares: clínica, analítica e imágenes

Promoting Social Media Dissemination of Digital Images Through CBR-Based Tag Recommendation

Multimedia content has become an essential tool to share knowledge, sell products or disseminate messages. Some social networks use multimedia content to promote information and create social communities. In order to increase the impact of the digital content, those images or videos are labeled with different words, denominated tags. In this paper, we propose a recommender system which analyzes multimedia content and suggests tags to maximize its influence in the social community. It implements a Case-Based Reasoning architecture (CBR), which allows to learn from previous tagged content. The system has been evaluated through cross fold validation with a training and validation sets carefully constructed and extracted from Instagram. The results demonstrate that the system can suggest good options to label our image and maximize the influence of the multimedia content

Treatment with tocilizumab or corticosteroids for COVID-19 patients with hyperinflammatory state: a multicentre cohort study (SAM-COVID-19)

Objectives: The objective of this study was to estimate the association between tocilizumab or corticosteroids and the risk of intubation or death in patients with coronavirus disease 19 (COVID-19) with a hyperinflammatory state according to clinical and laboratory parameters. Methods: A cohort study was performed in 60 Spanish hospitals including 778 patients with COVID-19 and clinical and laboratory data indicative of a hyperinflammatory state. Treatment was mainly with tocilizumab, an intermediate-high dose of corticosteroids (IHDC), a pulse dose of corticosteroids (PDC), combination therapy, or no treatment. Primary outcome was intubation or death; follow-up was 21 days. Propensity score-adjusted estimations using Cox regression (logistic regression if needed) were calculated. Propensity scores were used as confounders, matching variables and for the inverse probability of treatment weights (IPTWs). Results: In all, 88, 117, 78 and 151 patients treated with tocilizumab, IHDC, PDC, and combination therapy, respectively, were compared with 344 untreated patients. The primary endpoint occurred in 10 (11.4%), 27 (23.1%), 12 (15.4%), 40 (25.6%) and 69 (21.1%), respectively. The IPTW-based hazard ratios (odds ratio for combination therapy) for the primary endpoint were 0.32 (95%CI 0.22-0.47; p < 0.001) for tocilizumab, 0.82 (0.71-1.30; p 0.82) for IHDC, 0.61 (0.43-0.86; p 0.006) for PDC, and 1.17 (0.86-1.58; p 0.30) for combination therapy. Other applications of the propensity score provided similar results, but were not significant for PDC. Tocilizumab was also associated with lower hazard of death alone in IPTW analysis (0.07; 0.02-0.17; p < 0.001). Conclusions: Tocilizumab might be useful in COVID-19 patients with a hyperinflammatory state and should be prioritized for randomized trials in this situatio

Información y resolución de conflictos y dudas para alumnos de nuevo ingreso y ya matriculados en la Facultad de Economía y Empresa. Aplicación redes sociales

Memoria ID12-0326. Ayudas de la Universidad de Salamanca para la innovación docente, curso 2012-2013