Advisor(s)
Abstract(s)
O principal objeto de estudo da presente investigação é perceber, como é que uma marca corporativa
pode tirar partido de uma rede social, no desenvolvimento da sua estratégia de comunicação
interna.
Utilizou-se uma metodologia qualitativa e o plano de pesquisa privilegiado foi o estudo de caso
sobre a universidade Católica Porto. A técnica de recolha de dados secundários utilizada foi a revisão
da literatura e a análise documental. Para a recolha de dados primários, privilegiou-se o uso das
entrevistas semi-estruturadas (no âmbito da auditoria à Católica Porto). No que respeita à análise
dos dados, foi utilizada a técnica da análise de conteúdo.
Os resultados parecem apontar que, comparativamente à suas concorrentes, a Católica Porto ainda
se encontra estagnada no estágio Web 1.0, não beneficiando da interatividade e da personalização
da sua comunicação interna. Utiliza as redes sociais, exclusivamente como instrumentos de comunicação
externa. Em contraste, a universidade Buffalo, em Nova Iorque, detém uma rede social
privada no Ning, para potenciar a estratégia de comunicação corporativa da universidade. As redes
sociais, no geral, são vistas como uma mais valia, para a amostra de colaboradores da Católica Porto,
levando a que docentes e investigadores possam partilhar os seus trabalhos de investigação,
formar parcerias e trabalhar em projetos multidisciplinares. Os mais relutantes parecem ser os mais
desconhecedores do funcionamento de uma rede social profissional. Pela utilização de uma metodologia
qualitativa, surgem limitações relacionadas com a validade interna das conclusões e da interpretação
dos resultados, pois o investigador fez parte da realidade que investigou e porque os
seus valores e crenças podem ter influenciado os resultados. É ainda impossível extrapolar os resultados
e realizar generalizações a partir da análise de um caso.
Esta investigação apresenta importantes contributos, quer a nível académico (cruzaram-se diferentes
domínios de investigação), quer a nível organizacional (permite o fortalecimento da marca corporativa
Católica Porto, levando-a a responder melhor aos desafios conjunturais do setor, a ultrapassar
as suas limitações em termos de comunicação interna e a proporcionar maior satisfação aos
seus colaboradores). O valor desta investigação reside no exaustivo plano estratégico, facilitador
do processo de implementação de uma rede social interna na organização.
In the present work, we investigate how a corporate brand can benefit from a social network in the development of its internal communication strategy. Our research plan involves a case study of the Universidade Católica Porto and a qualitative analysis of the collected data. We conducted a literature review and a documental analysis in order to obtain auxiliary support documents, whereas for the main data we resorted to semistructured interviews of Católica Porto employees. We also conducted content analysis as a means to understand raw data. The results obtained suggest that, in comparison to its competitors, Católica Porto is still at an early Web 1.0 stage, not taking benefit from the interactivity and potential customization of its internal communication. Social networks are indeed used but only for external communication. In sharp contrast, the University at Buffalo in New York has a private social network on Ning so as to duly exploit its corporate communication strategy. In general, social networks are perceived as value added to the sampled employees of Católica Porto, allowing professors and researchers alike to share their research work, build partnerships or work in multidisciplinary projects. Those who show reluctance seem to be unaware of the functioning of a professional social network. Some limitations arise by employing a qualitative methodology, namely the internal validity of the interpretation and conclusion of results. This derives from the fact that the researcher is an actor in the investigation and also due to the fact that his own values and beliefs might have influenced the outcome of the interviews. It is also impossible to extrapolate results and induce generalizations from a single case study. We believe that this research presents important benefits, both from an academic standpoint (several research domains were involved) and from an organizational perspective (allows for the strengthening of the Católica Porto corporate brand by providing a better response to the challenges of their sector and overcoming their own limitations in internal communication and also increasing the satisfaction of the personnel). The main contribution of this work lies with its exhaustive strategic plan, paving the way to the implementation of an internal/private corporate social network.
In the present work, we investigate how a corporate brand can benefit from a social network in the development of its internal communication strategy. Our research plan involves a case study of the Universidade Católica Porto and a qualitative analysis of the collected data. We conducted a literature review and a documental analysis in order to obtain auxiliary support documents, whereas for the main data we resorted to semistructured interviews of Católica Porto employees. We also conducted content analysis as a means to understand raw data. The results obtained suggest that, in comparison to its competitors, Católica Porto is still at an early Web 1.0 stage, not taking benefit from the interactivity and potential customization of its internal communication. Social networks are indeed used but only for external communication. In sharp contrast, the University at Buffalo in New York has a private social network on Ning so as to duly exploit its corporate communication strategy. In general, social networks are perceived as value added to the sampled employees of Católica Porto, allowing professors and researchers alike to share their research work, build partnerships or work in multidisciplinary projects. Those who show reluctance seem to be unaware of the functioning of a professional social network. Some limitations arise by employing a qualitative methodology, namely the internal validity of the interpretation and conclusion of results. This derives from the fact that the researcher is an actor in the investigation and also due to the fact that his own values and beliefs might have influenced the outcome of the interviews. It is also impossible to extrapolate results and induce generalizations from a single case study. We believe that this research presents important benefits, both from an academic standpoint (several research domains were involved) and from an organizational perspective (allows for the strengthening of the Católica Porto corporate brand by providing a better response to the challenges of their sector and overcoming their own limitations in internal communication and also increasing the satisfaction of the personnel). The main contribution of this work lies with its exhaustive strategic plan, paving the way to the implementation of an internal/private corporate social network.
Description
Keywords
Marca corporativa Redes sociais Comunicação interna Ensino superior Corporate brand Social networking Internal communication Higher education