Using Social Media Advertising to Increase the Awareness, Promotion and Diffusion of Public and Private Entities

The purpose of this paper is to examine the effectiveness of the online advertising techniques through the social network Facebook, as a broad-casting and promotion tool to disseminate information of companies. By means of two different case studies, we present the findings on two different teaching centers belonging to the public and the private sector. Results show that these techniques are able to get a large number of impressions and clicks, which impacts (in terms of awareness and recognition) go beyond the initial targeted group. Although the results are based on a single country and therefore they cannot be used to make generalizations, the conclusions of the study show the cost-effective effect relationship of these innovative techniques when promoting businesses among the online community. Consequently, these methods represent and important supporting point on the organizations' marketing strategies when addressing the challenges of this new, digital society.