Analysis and evolution of the digital communication offices of private universities in the Community of Madrid. Case studies, strategic and practical application and potential for the future

Abstract

Introduction: Among the main challenges faced by the private university education sector in Spain is the good use of social networks. This thesis aims to identify the strategies used in social media by Spanish private universities to check the degree of implementation in the digital environment, and more specifically, the strategies used in the 11 private universities in the Community of Madrid. Methodology: The methodological design has encompassed the simultaneous use of both quantitative and qualitative methods through a bibliometric analysis, a netnographic analysis, surveys, interviews, questionnaires and case studies. Results: The results reveal a clear involvement of universities in the social media environment in recent years; however, the research shows that most of the communication offices do not allocate the necessary. Nevertheless, the correct use of digital communication only through creative and quality content in university institutions is a cornerstone for improving relations with their target Conclusions: This research confirms the gradual adaptation that the digital communication offices of private universities. Even so, this communication strategies demonstrate having a presence in the different social media profiles sometimes does not generate optimal performance if the strategies are not aligned with the objectives proposed.