<p class="paragraph"><span class="eop"><strong><span lang="EN-US">ABSTRACT.</span></strong><span lang="EN-US"> </span></span><strong><em><span lang="EN-US">Background:</span></em></strong><span lang="EN-US"> Several epidemiology reports have shown high prevalence of gingivitis among adolescents and young individuals in Colombia. The Third Colombian Oral Health Study described how approximately 70 % of individuals 15-24 years had gingival bleeding. <strong><em>Objective:</em></strong> To evaluate the efficacy of an individualized oral hygiene program that uses social media to treat gingivitis on young university students from Bogotá, Colombia. <strong><em>Methods:</em></strong> Thirty-eight students with gingivitis participated in a program that included: Individualized oral hygiene instruction, professional removal of plaque and calculus and, recall and support on oral hygiene through the use of social media. Evaluated clinical parameters included: plaque accumulation, bleeding on probing, probing depth and clinical attachment levels, these measured at baseline and at a follow-up examination four weeks later. Wilcoxon test was used. <strong><em>Results:</em></strong> Plaque accumulation was significantly reduced from 72.6 % to 29.6 %, similarly bleeding on probing was reduced, from 36.7 % to 13.8%, a slight reduction in probing depth and gain in attachment level was observed. Subjects reported an increased frequency for toothbrushing and use of dental floss. <strong><em>Conclusion:</em></strong> The program showed efficacy in the treatment of gingivitis, subjects were highly positive to the use of social media.</span></p>