USO E REPERCUSSÃO DAS MÍDIAS SOCIAIS EM INSTITUIÇÕES DE ENSINO SUPERIOR PRIVADAS DE GOIÁS

Abstract

Social media has been widely used by marketers to achieve brand awareness and customer loyalty across a range of business segments. The education sector is a continuously expanding segment, where higher education institutions (HEI) need to address even more elaborate and continuous strategies, for the adhesion of new students and for the maintenance of students already enrolled, given the sector's competitiveness. Within this context, the planning of marketing strategies, especially digital marketing, monitoring the digital social media most used by private HEI becomes fundamental for the knowledge of the target audience and their reactions and perceptions about each one. Based on recently published studies, in this particular work, based on a previously dicribed in literature, was used a measurement of the degree of use and repercussion of the five social media most used by private HEI was carried out, using other sectors as reference. For the application of the research, data were collected from 78 private institutions of higher education in the State of Goiás and data from five social media. The results showed that the social media most used by HEI with active profiles were Facebook (83%), Instagram (30%), Twitter (28%), Youtube (19%) and Google+ 11%). Of the 60 (77%) HEI selected for the analysis of the Degree of Use and Repercussion of Social Media, the Cambury School, Uni-Anhanguera, PUC-Goiás and the Institute de Pós-graduação e Graduação (IPOG) stood out, for presenting the following GURMS maximum in 4 or 5 social media and Degree of Use and Social Repercussion of Social Media - GURCMS above 0.999, the maximum degree being equal to 1. The results presented in this study, suggest that there is still little adherence in some social media with high potential for digital marketing. Thus, it is expected that the results found will support HEI technicians and managers in the creation of marketing strategies to provide greater visibility to the target audience and a direction capable of healing the weaknesses found, strengthening their brand and loyal customers. Furthermore, it was demonstrated that the calculation methodology to obtain the indices of use and repercussion of social media can be applied in several sectors, where the results obtained can be compared to future studies that aim national coverage.