DIGITAL COMMUNICATION STRATEGIES IN FEDERAL HIGHER EDUCATION INSTITUTIONS

Abstract

This study analyzes the digital communication strategies of Brazilian Federal Higher Education Institutions (IFES) on Facebook, identifying factors influencing interaction and engagement. Grounded in theoretical references on digital marketing in the public sector, the research employed a quantitative approach, collecting data from publications of three Minas Gerais-based IFES in 2023. Variables such as media type, posting times and days, and content types were analyzed. Results revealed a predominance of institutional content (92.19%) and higher engagement for posts with links published between 12 PM and 6 PM. However, no significant differences were found between institutional and functional content engagement. The study concludes that communication strategies should balance the quality and frequency of posts, considering audience-specific characteristics. Social media is crucial for strengthening institutional image and facilitating dialogue with academic and external communities.

Keywords: digital communication; university marketing; engagement; social media; higher education.