Efectividad de la publicidad en las redes sociales como medio de comunicación entre los estudiantes y las áreas de bienestar universitario: estudio de caso
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Fecha
2021
Autores
Díaz Camacho, Andrea Carolina
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Editor
Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
Antecedentes: Por medio del presente estudio de caso se pretende analizar la efectividad de la publicidad en las redes sociales como medio de comunicación entre los estudiantes y las áreas de Bienestar Universitario para el ofrecimiento de los servicios y contenidos formativos en la Universidad Simón Bolívar, sede Barranquilla. La unidad de análisis corresponde al departamento de Bienestar Universitario, cuyo problema de este estudio de caso se encuentra que, tomando como referencia, las evaluaciones de desempeño para las áreas de Bienestar Universitario presentadas para la reacreditación institucional en alta calidad el 25 de agosto de 2021, se obtuvo como resultado que el departamento no tiene un proceso estandarizado de retroalimentación de la experiencia de los usuarios en las redes sociales de Bienestar Universitario, por lo cual no se sabe cuál ha sido la efectividad en los canales de comunicación seleccionados y la pertinencia de los contenidos publicitarios. Objetivo General: Analizar la efectividad de la publicidad en las redes sociales como medio de comunicación entre los estudiantes y las áreas de Bienestar Universitario para el ofrecimiento de los servicios y contenidos en la Universidad Simón Bolívar, sede Barranquilla.
Background: By means of this case study it is intended to analyze the effectiveness of advertising in social networks as a means of communication between students and the areas of University Welfare for the offering of services and formative contents at the Simon Bolivar University, Barranquilla headquarters. The unit of analysis corresponds to the department of University Welfare, whose problem of this case study is found that, taking as a reference, the performance evaluations for the areas of University Welfare presented for the institutional reaccreditation in high quality on August 25, 2021, it was obtained as a result that the department does not have a standardized process of feedback of the experience of users in the social networks of University Welfare, so it is not known what has been the effectiveness in the selected communication channels and the relevance of advertising content. General Objective: To analyze the effectiveness of advertising on social networks as a means of communication between students and the areas of University Welfare for offering services and content at the Universidad Simón Bolívar, Barranquilla.
Background: By means of this case study it is intended to analyze the effectiveness of advertising in social networks as a means of communication between students and the areas of University Welfare for the offering of services and formative contents at the Simon Bolivar University, Barranquilla headquarters. The unit of analysis corresponds to the department of University Welfare, whose problem of this case study is found that, taking as a reference, the performance evaluations for the areas of University Welfare presented for the institutional reaccreditation in high quality on August 25, 2021, it was obtained as a result that the department does not have a standardized process of feedback of the experience of users in the social networks of University Welfare, so it is not known what has been the effectiveness in the selected communication channels and the relevance of advertising content. General Objective: To analyze the effectiveness of advertising on social networks as a means of communication between students and the areas of University Welfare for offering services and content at the Universidad Simón Bolívar, Barranquilla.
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Palabras clave
Redes sociales, Publicidad, Estrategia de comunicación, Analítica digital, Métricas, Social networks, Advertising, Communication strategy, Digital analytics, Metrics
