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Digital innovation strategies seek to transcend the limitations of traditional media to create a more interactive, participatory, and communicative experience. Instead of merely being a broadcasting channel, social media becomes a dynamic space for experimentation, growth, and connection with the audience. In this sense, the results of the study conducted to explore the potential of emerging social media as tools of digital innovation for the promotion of the Radio Laboratory of the Regional University Center Panama West (CRUPO) are presented. A descriptive methodological approach was employed, using questionnaires applied to students and interviews with experts in digital communication. The results indicate low usage of the radio laboratory, mainly attributed to limited promotion and visibility. Platforms such as TikTok, YouTube, and Instagram were identified as suitable channels to connect with the student community. The study concludes that the application of digital marketing strategies and the production of multimedia content can revitalize participation and strengthen institutional identity.
