AVALIAÇÕES E COMENTÁRIOS ONLINE SOBRE COLÉGIOS PRIVADOS NO GOOGLE MEU NEGÓCIO

Abstract

Search engines have become important tools for obtaining information and assistance in choosing products and services. An example is the Google search engine, which uses the Google My Business tool. Through this, websites related to brands and locations can be evaluated and receive comments from users. The organic participation of Internet citizens generates an earned media, important for the digital presence of the brand. The present study aims to compare online reviews of private basic education institutions, in order to verify which aspects were highlighted and what information a potential client finds when searching for the name of the particular institution. The basic education institutes have had few negative comments, although some stand out and can make a strong negative impression. This study is relevant to reflect on the online image of educational units and the opportunity to interact with the public, promoting a satisfactory earned media.