Codá, Renato Calhau2026-07-132026-07-132026MARIA, Michelle. Importância das redes sociais no setor público: o caso do Instagram no Tribunal de Justiça do Estado de Goiás. Goiânia (GO), 2026. 54 f. Dissertação (Mestrado Profissional em Administração) - Centro Universitário Alves Faria, 2026.http://repositorio.unialfa.com.br/handle/123456789/804This research analyzes the importance of social networks in the public sector, focusing on the Instagram profile of the Court of Justice of the State of Goiás (TJGO) between March 2025 and March 2026. The general objective was to analyze how the Court of Justice of the State of Goiás (TJGO) uses Instagram, considering the effects of this digital communication on public involvement and the institution's perception of transparency and accountability. The methodology adopted a mixed-methods approach, combining the analysis of quantitative metrics (likes, comments, and saves) with lexicometric analysis processed in the IRAMUTEQ software. The analysis of the textual corpus showed a retention rate of 90.30%, validated by Zipf's Law, which ensured the robustness of the statistical findings. The Descending Hierarchical Classification (DHC) segmented the discourse into four main classes: Institutional, Educational, Humanized, and Social Campaigns. The results demonstrate that, although the Institutional class guarantees active transparency, the Educational and Humanized strategies enhance engagement and public trust, reducing the symbolic distance between the Judiciary and society. Similarity analysis confirmed that TJGO is going through a transition phase towards a more dialogical and accessible communication model. It is concluded that the strategic use of Instagram strengthens the institutional image and promotes the democratization of access to legal information.ptTransparênciaEngajamentoComunicação públicaInstagram