Usability study using eye tracking on a university’s Facebook page used as an internal communication tool. Work related to social network usability studies in higher education institutions is presented. Then, the architecture and methodology used is described in three sections: a) selected websites, b) qualitative evaluation and c) quantitative evaluation. Finally, the results obtained when performing the usability analysis and the comparative analysis before and after the improvement proposal are presented. With this proposal it was possible to increase the level of usability and improve the user experience in the system.