ANALIZA PRISUTNOSTI I AKTIVNOSTI VISOKOŠKOLSKIH USTANOVA U TUZLANSKOM KANTONU NA DRUŠTVENIM MREŽAMA
ANALYSIS OF THE PRESENCE AND ACTIVITIES OF HIGHER EDUCATION INSTITUTES IN TUZLA CANTON ON SOCIAL NETWORKS

Summary/Abstract: The advent of the marketing concept and the accelerated development of modern trends in the field of information technology have determined the business of all organizations, as well as higher education institutions. The emergence of competition and the openness of the market implied an increase in investment in the promotional activities of higher education institutions. The aim of the paper is to analyze the presence of targeted higher education institutions in the Tuzla Canton on social networks together with the content published by the institutions in order to draw a conclusion on the role of online advertising in the communication of the institution with the target market - students and potential students. Social media presence data were collected during June-July. 2018, and over the same period of time, an analysis of published content and frequency of advertising was done. Analyzing the content on social networks, it is evident that the higher education institutions covered by this research in the area of Tuzla Canton are present on the internet, have official websites and pages on social networks. The dominant social networks among higher education institutions in the area of Tuzla Canton are Facebook and Instagram, and the least used social network is Twitter, which is the basis and guidelines for defining the marketing strategies of higher education institutions.

• Details
• Contents