Redes sociais como ferramenta de comunicação em instituições públicas de ensino superior: Um estudo de caso na Universidade Federal do Ceará

Abstract

With increasing access to the Internet, universities have been using social networks as a means of institutional communication, with the aim of integrating into the digital environment and interacting more easily with the academic community and society. However, as internet access expands, what used to be done amateurishly and sporadically has been formalized by the institutions' communications department and specialized professionals. In this sense, this research aims to investigate the benefits of using social networks as a communication tool for Federal Higher Education Institutions (IFES), with the Federal University of Ceará as a case study. The research methodology is based on a qualitative and quantitative approach and is characterized as exploratory and descriptive in nature. Using the triangulation research method, the research focuses on information relating to the reach of the media and the public's engagement and interaction with the message. Firstly, secondary data available on the UFC Panels was analyzed. This was followed by an interview with the person responsible for the University's social networks, and then student users of the networks were interviewed. The results showed that social networks, especially Instagram, promote closeness and interaction with students, and facilitate the flow of communication, promoting greater engagement and interaction with the academic community and society.