Advertising risk reflected on web 2.0 for private management universities

Abstract

The research consisted of a study of the communication between a private higher education institution and its audience, and how this is reflected in web 2.0. Mainly, it was proposed to reveal the advertising risks in the preparation, monitoring and publication of content in RRSS for privately managed universities through a qualitative, ethnographic study. In the first phase, the use of social networks of the institution of higher education was investigated, by monitoring them; Likewise, the interview with key informants, inquiring about the opinion in relation to the content that circulates in the digital social networks of the ethnic group. During the second phase, advertising risks were categorized and classified in relation to misuse of social networks. Next, a triangulation of the techniques used was carried out, and consequently giving support to the findings. Finally, in the third phase a reflection was made on the correct management of social networks, giving as a product policies, guidelines and recommendations to safeguard the image of the institution based on the construction of the brand, the management of marketing and advertising, reflected in your digital activity. Consulting in branding was recommended in order to direct the marketing strategies of the academic object company