AS REDES SOCIAIS COMO FERRAMENTA DE POLÍTICAS DE GESTÃO UNIVERSITÁRIA

Abstract

The objective of this research was thenalisar engagement Unioeste - campus Foz do Iguaçu with the community at large through the communication management on social networks. Therefore, they listed the general and specific objectives and presented the theoretical background to the issues that underpin the research, namely: digital marketing, communication in marketing management, digital communication in public management and social media. The methodology is applied is a descriptive and qualitative nature. They were used as data collection instruments semi-structured with the Director General of the campus and the Head of Central Intelligence. Also a survey research was carried out on the page Facebook Unioeste in order to identify some categories for content analysis and engagement of publications in the period of 12 months. The diagnosis made indicated the need for strengthening the Information Center which operated only with a fellow employee, now has an official degree in journalism and two other employees. There was also the need for standardization of Central's shares in order to meet the educational demands of the various stakeholders but primarily perform a dissemination strategy paper, information and engagement of the general direction opposite to the demands of internal and external community. Thus the research demonstrated the importance of using social networks such as public policy management tool.