Abstract:

In the relationship between technology and education, and its application in the enterprise, the Internet topics and the brands is an object of innovative study, which is developing positioning tools thanks to the Social Engine Marketing (SEM), Social Engine Optimization (SEO) and Social Media Marketing (SMM). In this sense, the Universitat Abat Oliba CEU (UAO) in Barcelona (Catalonia, Spain) leads a research and a think tank about topics in the Internet, an innovative project an experience with the collaboration of the students.
Internet and his microspaces more inclined to the interactivity (social networks, forum, chat...) are establishing new formulae of relation and communication between the University, the enterprise and the user. The advent of an enormous quantity of social networks and digital mass media promotes the appearance of professional decisive figures in the context of the Broadband Society (Fondevila Gascón, 2008).
The community manager or the community recorder, whose aim consists of tracing the Internet comments or conversations that appear about the enterprise, try to improve the brand image and to reinforce the topics and the key words (tags) that they define to the University or the enterprise. It infers better and major presence in the seekers, more commercial possibilities and more generation of comments (positive or negative ones) in the virtual environment.
In fact, the task to develop is established in two levels: to determine clearly the key words of the enterprise or the University (or the products or services which are throwing to the market) and, later, to monitor and to follow the comments that the users could realize in the diverse virtual platforms.
In a new dynamics of business (O'Reilly, 2005), the managerial investment in marketing in the social media justifies itself from diverse points of view (Aerco and Territorio Creativo, 2009). This way, the digital consumer already is active, involved and producer of contents (prosumer); the emotional links enterprise-consumer are major, by means of conversations and interactions with the brands; the social media are progressive and exponential and possess an unpublished viral effect (the key indicators grow of exponential form); and the corporate website yields protagonism to the social media, since the content must move to the user, and not upside-down as traditional age.

Keywords:

Internet, University, education, topics, innovation.