Prontidão tecnológica e competências digitais dos estudantes do curso de administração, campus III – Bananeiras: O papel do social mídia na comunicação organizacional

Abstract

Digital transformation has reshaped organizational practices, requiring future administrators not only technical proficiency but also strategic competencies to operate in digital communication. In this context, this study aimed to evaluate the technological readiness and digital competencies of Administration students at the Federal University of Paraíba, Campus III – Bananeiras. The research adopted a mixed-method approach, combining documentary analysis of the curriculum, application of structured questionnaires to 73 students and 7 professors, and a structured interview with a professional active in the social media field. The results indicate that students demonstrate favorable technological readiness, characterized by optimism and operational familiarity with digital technologies. However, they reveal significant gaps in strategic competencies, such as interpreting metrics, configuring paid media campaigns, and developing editorial planning aligned with organizational objectives. The curriculum analysis showed that, although the program provides a solid theoretical foundation in classical Administration areas, content related to digital marketing and social media management is addressed in an incipient manner, representing less than 3% of the total course load. Faculty members acknowledge the strategic importance of the social media role but hold divergent views regarding the alignment between the education provided and market demands. The interviewed professional highlighted creativity, strategic thinking, and technical mastery of platforms as essential competencies, illustrating that academic education, while offering a conceptual foundation, does not fully prepare graduates for the challenges of digital communication. Therefore, it is observed that Administration education, although robust in its traditional foundations, needs to incorporate the digital competencies demanded by the contemporary market in a more organic and practical manner, particularly concerning strategic social media management. Curriculum revision, strengthening of applied extension projects, and the creation of spaces for practical experimentation are suggested as pathways to reduce the gap between academia and the market.