Facebook Interface in External Communication. Case: Educational Peruvian School, 2020

Currently it is a priori need for companies to use optimal communication with their different audiences, so that they can interact and attract potential customers for their benefit. Facebook, being one of the most recognized and used social networks worldwide, has become an indispensable medium for people and companies; which allows, within the framework of external communication, an exclusive approach with its audiences (Barrio 2017). The general objective of this research was to analyze the influence of the social network Facebook as the main communication tool. The design was non-experimental, descriptive and qualitative in focus. The population consisted of 500 high school students, parents, and school workers. The sample consisted of 24 students, divided into 3 groups of 8 students from the third, fourth and fifth grade of secondary school, a group of 6 parents and the head of the Public Relations area, being chosen with the type of non-probability sampling for convenience. After analyzing the data collected in the focus groups, 3 factors were identified that make the social network facebook a main external communication tool: digital competence as the first factor (digital platform with the largest number of users, virtual traffic and easy to use), the second factor is the prestige (image and reputation that the social network has managed to consolidate through the influence it generates in its users) and the third factor is the impact (efficiency and effectiveness of the information and interaction that the users).