The use of social networks at the Autonomous University of Guerrero during the first stage of contingency by COVID-19: An analysis from branded content

Abstract

This article presents the results of a research
project that aimed to determine if the
Autonomous University of Guerrero (UAGro)´
management of communication in social media,
during the first period of contingency by
COVID-19, was strategic in accordance with
branded content´ principles postulates.
The qualitative approach was used, a non-

experimental design of an exploratory type, the

study method was qualitative content analysis,
for which a system of analysis categories was
built consisting of: type and origin of the
publication, type of interactions achieved and
congruence with the institutional identity.
The results show that the mensages of the
UAGro on Facebook management consistent
with the main trait of institutional identity and
that they permanently seek identification with
their stakeholder: the students, however their
don´t have a branded content strategy.