Measurement of the activity and effectiveness of a virtual community in the university environment

Abstract

Social networks allow creating a community around a brand, company or institution, facilitating the creation, editing and exchange of content and allowing these to interact more directly and interactively with users. The university environment adapts perfectly to this concept, allowing the formation of virtual communities to relate and improve the involvement of their stakeholders, in which students stand out. Thus, before the creation of a virtual community on Facebook for the Marketing and Market Research degree from the University of Cádiz, it is considered of great interest to analyze and measure the activity carried out, as well as the effectiveness produced in the publications and content. The results have highlighted the good functioning of the virtual community in the university environment, making its content and positioning reach a large number of users who have shown interest. The analysis has also allowed establishing improvement actions such as the need to increase the number of publications and more original, visual and interesting content to improve the interaction of the community.