Research is qualitative, with a non-experimental design, aimed at describing the use and impact of Social Media Marketing on social networks among students. The study population corresponds to the Faculty of Business and Accounting, of the Regional University Center of Veraguas, Panama. The sample is for convenience, it corresponds to 22 students, (100%) of the students of Market Administration and Entrepreneurial Training of the Bachelor of Business Administration, night shift. For the collection of information, a questionnaire with fifteen (15) questions, validated by experts, was prepared. The results indicate that 59.1% of those surveyed use digital social networks in order to be in contact with friends, 36.4% (8) do not use any of the options presented to use Facebook, 77.3% do not use none of the options to use Twitter, 81.8% (18), do not identify with any of the options presented for the use of YouTube and 81.8% (18) indicate that they do not use any of the options presented for the use of LinkedIn. Users do not use Social Media Marketing, which makes it necessary to include content on social media marketing to develop professionals trained in marketing and deepen the benefits that social networks provide to promote products or services.
