Management of relationships and communications through social networks

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