Interacción de los estudiantes de la ULEAM en las redes sociales institucionales.

Abstract

This research analyzes student interaction patterns with institutional social media at Universidad Laica Eloy Alfaro de Manabí (ULEAM). Through a convergent mixed methodological approach, the study combines quantitative analysis of social media interaction metrics, a survey of 482 students, and a focus group with communication students. Results reveal that Facebook and Instagram account for 87.1% of student interaction, with Facebook leading in reach (105,000 followers) and engagement. Demographic analysis indicates higher participation among students aged 20-25, predominantly female (56%), and in early academic levels. Academic content is considered the most valuable (66.6%), followed by institutional news (46.9%), with a preference for visual formats. The main barriers identified include unattractive content, delayed or confusing communication, and limited two-way interaction. Although 62.2% consider the published information useful, there is a generational and engagement gap that requires attention. The research concludes that while institutional social media fulfils a basic informative function, it is necessary to implement differentiated strategies by student segments and balance professionalism with more attractive and participatory formats, especially to maintain engagement among upper-level students.