This article aims to analyze the existence and use of interaction spaces on Portuguese Public Universities’ websites and Facebook pages, checking whether or not the online communication developed by these institutions values social interaction. To this end, we have developed a quantitative and qualitative research setting in the form of a multiple-case study
using the structured direct observation method. We know that several significant issues have been imposed on public universities in recent decades. For a long time, Universities used unidirectional and asymmetric communication models. Organizational leaders believed that quality and rigor in teaching and research were enough to create and maintain a positive image for organizations, an understanding that is not suited to today's reality. They began to operate in an increasingly complex and competitive environment, they had to rethink the role they play in society, their mission and relationship with different audiences. In this way, Universities needed to restructure, adopt more entrepreneurial management strategies, attract new audiences and find new forms of financing and communication had to accompany the changes to provide answers to the new imposed scenario. In general, it becomes more and more relevant for organizations to be present in the online environment through spaces that not only offer information but also demonstrate the willingness to interact and dialogue with the public, which leads us to think about their existence and use by Universities, to qualify the presence of organizations and rethink about the effectiveness of interactions and possibilities for improvement. Nowadays, all Public Universities in Portugal have a website and a profile on at least one social media platform. We realize that Portuguese Universities offer spaces that enable interaction with audiences, both on websites and Facebook pages, but many of them still do not value interaction and use the new media in the same way they used the old ones, in a unidirectional way. Websites are communication tools that provide essential information for society, being representations of the University in the digital environment and, often, the first element of contact with the public. But, although all Universities provide space for online interaction, not all work effectively, since there was no response from messages sent by part of the Universities. Social media, on the other hand, are dynamic platforms, designed and centered on social interaction, which must be considered in the planning and management of digital communication. The predominant strategy adopted by Portuguese Public Universities in Facebook publications is to make content available to attract audiences to the website, producing little or no specific content for the platforms and maintaining a limited level of interaction. A different approach could bring audiences closer to Universities, encourage engagement and open new spaces for dialogue. Nowadays, it's not enough to just be present on the Internet, audiences increasingly expect organizations to listen to them, get involved and react, and this involvement is fundamental to building relationships. The monologue was replaced by the possibility of effective dialogue, with the negotiation of communication strategies between the parties and no longer passive reception. The interactions that are established between organizations and audiences in the digital environment reinforce the individual feeling of communication, recognition and trust, influencing the attitude people have towards a service or product, as well as organizational image and reputation. In addition, they represent opportunities for organizations to learn more about the audience's needs and expectations.
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