Twitter Data Analysis on the Topic: Tec de Monterrey

The active population in social networks has been increasing during the last decade. A large part of this population obtains information through these networks, replacing traditional media such as the newspaper or television news. Therefore, institutions from various fields have found an informational and advertising resource on social networks, in addition, using them as a means to interact and keep in touch with their community. In particular, educational institutions use social networks as a tool for direct communication, as well as a means to improve their brand. For this reason, an evaluation of the publications made on Twitter on the topic: Tecnologico de Monterrey was carried out. This evaluation implied the realization of an analysis of the vocabulary used within each publication and the impact that this has on the reactions made from the social network by the community, with the objective of identifying the characteristics that the published contents with more reactions have in common. This analysis may be beneficial for this and other educational institutions, as it will provide them with information that allows them to improve their image, generate greater reach and get to know their audience better.