QUẢN TRỊ MẠNG XÃ HỘI TRONG XÂY DỰNG VÀ PHÁT TRIỂN THƯƠNG HIỆU TRƯỜNG ĐẠI HỌC TRƯNG VƯƠNG

In the context of increasingly fierce competition in enrollment, university branding plays an important role in affirming the prestige and reputation of higher education institutions. This competition not only takes place within a specific geographical scope but also expands in the digital space, especially social networking platforms. The 4.0 industrial revolution has created profound changes in the way people connect and access information, when the Internet becomes an intermediary tool to help individuals access data quickly and conveniently. With the strong development of social networks, the information seeking and communication behavior of the public, especially the young group - the main target of universities - is shifting significantly. Social networks are not only a communication tool but also an important tool in the brand communication strategy, contributing to enhancing the image and recognition of higher education institutions. Based on the analysis and evaluation of social network management to see the current status of Trung Vuong University brand communication. From there, the author proposes a number of solutions in social network management to optimize the effectiveness of brand communication, contributing to enhancing the position and appeal of the University to the public in the future.