USO DE MÍDIAS SOCIAIS NO SETOR DE ENSINO SUPERIOR

Abstract

Social media play an important role in the marketing strategies of organizations, mainly in the areas of communication and relationship with customers. This study examines the use of social media by students of MBA from an institution of higher education located in the State of Santa Catarina. Thus, the empirical work involved a case study of application of descriptive quantitative approach in the form of survey and cross-sectional. Primary data were collected through self-administered questionnaires with closed questions and applied by e- mail and social networks. The results showed that the research institution is present in five social media (Twitter, Facebook, YouTube, Orkut and Flickr), that most of the students surveyed use social media with high weekly frequency, the most accessed social media are Facebook, YouTube and LinkedIn, and the most sought after by students contents are news, technology