Mídias sociais nas instituições de ensino superior: o uso do instagram no Centro de Artes (CAR)-UFES

Abstract

Keeping up with the changes in society's paradigms is the challenge for all organizations and, therefore, the adequacy of management strategies to technological innovations and the understanding of the relationship between people and the media are issues that motivate all areas of science, including the Communication. In the context of higher education, social media are present in the daily lives of students and, therefore, the Federal University of Espírito Santo follows the trend of digital adaptation, using its media as the institution's main means of information and communication, seeking dissemination strategies of actions developed internally, with the intention of promoting the University's images of reliability, ethics and excellence in front of its public. Thus, the study's problem is to understand how Instagram can be used in communication and relationship strategies with the public, within an internal sector of Ufes, the Arts Center (CAr). The main objective of the study was to analyze the use of social media Instagram as a communication strategy tool for CAr Ufes. In theoretical terms, the research was based on ideas from the Managerial Model applied in the development of technological innovation, in this case, Digital Social Media, deepening the theories of Web 2.0, Digital Marketing, as well as Networks and Digital Social Media, highlighting the applicability of the concepts on Instagram. As for the methods and procedures, a qualitative approach was used, with bibliographic, descriptive and documentary typology. Data collection was carried out through the comparative analysis of the content of the Instagram profile @centrodeartesufes and two similar institutions, in addition, a questionnaire was applied to the study's target audience in order to better understand the relationship between the sector and the students of the undergraduate courses provided by the Center. The data obtained were quantitatively analyzed and tabulated. The results show that CAr Ufes serves a diverse audience in terms of thoughts and demands, however, they are similar due to their immersion in digital social media and networks. These considerations highlight the potential of the sector's Instagram profile, as based on the quality and diversity of content in the posts, the communication tool can build an important channel of information and customer service. From the results obtained, as a technological product, a Digital Communication Plan was developed for the Instagram Profile of Arts Center - UFES, a tool for directing publication content aimed at meeting the demands of the target audience and for approximation of the organization with the community, facilitating the opening of a citizenship action channel, in which society feels confident in giving opinions and obtaining feedback when monitoring the results of their direct contributions, through online interaction, and indirect ones, as users of the public service.