Atuação estratégica do social media no monitoramento das redes sociais digitais no ensino superior federal: o caso UFT

Abstract

Social media has arrived to reshape the way of communication, breaking down geographical barriers and reaching a diversity of people in real time. Thus, the general objective of the study was to describe the role of social media in monitoring the digital social networks of federal higher education institutions, aiming to highlight the changes resulting from the use of networks in the communication process between institution and society. The research was classified as a case study, based on bibliographic research, with a qualitative approach of applied nature with descriptive purpose. For data collection, a semi-structured interview with objective and subjective questions was carried out with the superintendent responsible for the institution's communication sector. The results showed that the use of social networks in the HEI helps in management decision making through interactions in publications and adds value to the institution's visual identity with society. However, the management of social networks does not only serve to publicize, but also to bring users closer together and retain their loyalty in the virtuality in which they live