Resumen

Today, market conditions have made airlines adapt their strategic digital marketing actions, thereby creating a better two-way communication channel that improves interconnection with users, obtaining adequate recognition and brand positioning. Based on this perspective, the objective of this text is to determine how airlines use social media as a means of communication with their users. To establish actions that improve their competitive capacity in the market. The methodology used was based on the variables of participation in social profiles, for which a data-base was designed consisting of six variables referring to the variety of content and five social pro-files were analyzed: Facebook, Instagram, YouTube, Twitter, LinkedIn. The results indicated that some of the social networks of the airlines, did not disseminate adequate content, so that users and consumers did not perceive the publication of updated information, which shows a waste of the use of information technology, To finish the appropriate use of social profiles would enable an improvement of the "corporate" digital identity among users, to obtain from them greater credibility and trust.

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