Diagnosis on the Use of Digital Media and Social Networks. Case Study: INSUTEC Students.

Abstract

This article presents the results of a diagnosis on the use of digital technologies and social networks by university students, with the aim of evaluating their relationship with institutional communication. The study was carried out at the Higher Institute of Technologies and Sciences (INSUTEC), involving a group of students. The results indicate that most participants got to know the institution through interpersonal recommendations, highlighting the importance of word of mouth. Regarding digital media, most students have a telephone and computer, and most have access to the private internet, facilitating the implementation of digital marketing strategies. With regard to social networks, WhatsApp and Facebook, combined with other networks, were the most mentioned, evidencing the relevance of these platforms in institutional interaction. Verbal communication was identified as the main means of transmitting information, followed by written communication. The diagnosis suggests that there is room to improve the use of digital tools, such as institutional websites and social networks, to expand the reach of messages and strengthen the bond with students. It is concluded that INSUTEC can optimize its marketing and communication practices, exploiting the popularity of social networks and the familiarity of students with digital media. The study reinforces the need for strategies that combine the efficiency of technology with the impact of interpersonal interactions.