Abstract Any commercial activity that is implemented today must have the innovation and growth component. Under this premise, the education business cannot be left behind and that is why it is necessary to implement strategies and models to match and overcome the closest competition. This is where digital marketing appears as a profit strategy for the customer, displacing traditional marketing now almost disappeared. There are different ways to develop good campaigns and digital marketing plans to obtain competitive advantages, among the most important we have: content marketing, inbound marketing, relational marketing, conversational marketing and permission marketing. In an academic business unit, such as a Higher Education Institution, it is essential to conduct a study of the behavior of social networks, know in which aspects it is very weak and be able to aggressively attack the target market. For this reason, the behavioral investigation of Facebook, Twitter, Instagram of the Antonio de Arévalo Unitecnar University Foundation, will be carried out with the following tools: Facebook statistics, Twitter statistics and Instagram statistics. The methodology implemented will be quantitative research, since all variables will be measured and analyzed to draw conclusions.