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Abstract(s)
Os conteúdos digitais assumem um papel basilar na promoção do engagement
nas redes sociais. A presente investigação tem como objetivos perceber que tipo de
conteúdos a comunidade de fãs do Futebol Clube de Vizela preferem ou querem ter nas
redes sociais. O estudo procura analisar o tipo de conteúdo publicado em função das
atividades desportivas semanais e analisar o tipo de recursos ou estratégias comunicativas
que geram mais interações. Desta forma, foi realizada uma recolha de dados entre Outubro
2021 a Dezembro 2021 nas redes sociais Facebook e Instagram, as mais utilizadas nesse
período de tempo, e realizado um inquérito semi-estruturado a nível interno para recolher
feedback acerca dos conteúdos e gestão das redes sociais. Os resultados mostraram que as
interações nas redes sociais do clube variam muito em função dos resultados da equipa no
campeonato, o tom comunicativo difere em função da competição e há um maior foco na
equipa principal na criação dos conteúdos. Um “clube pequeno” como o FC Vizela deve
repensar na sua comunicação digital de forma a co-criar valor junto do seu público e a se
afirmar no espaço digital.
Digital content plays a key role in promoting engagement on social networks. The present investigation aims to understand what kind of content the fan community of Futebol Clube de Vizela will consume on social networks. The study seeks to analyze the type of content published in terms of weekly sporting activities and to analyze the type of resources or communicative strategies that generate more interactions. In this way, the respective data were collected between October 2021 and December 2021 on Facebook and Instagram, the most used in that period, but an internal semi-structured survey was also carried out to collect feedback about the contents and management of social networks. The results showed that the interactions on the club's social networks vary greatly depending on the team's results in the championship, the communicative tone differs depending on the competition and there is a greater focus on the main team in the creation of the contents. A “small club” like FC Vizela must rethink its digital communication to co-create value with its audience and assert itself in the digital space.
Digital content plays a key role in promoting engagement on social networks. The present investigation aims to understand what kind of content the fan community of Futebol Clube de Vizela will consume on social networks. The study seeks to analyze the type of content published in terms of weekly sporting activities and to analyze the type of resources or communicative strategies that generate more interactions. In this way, the respective data were collected between October 2021 and December 2021 on Facebook and Instagram, the most used in that period, but an internal semi-structured survey was also carried out to collect feedback about the contents and management of social networks. The results showed that the interactions on the club's social networks vary greatly depending on the team's results in the championship, the communicative tone differs depending on the competition and there is a greater focus on the main team in the creation of the contents. A “small club” like FC Vizela must rethink its digital communication to co-create value with its audience and assert itself in the digital space.
Description
Keywords
Engagement Redes sociais Facebook Instagram Interações Futebol Social networks Interactions Football