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Advisor(s)
Abstract(s)
Actualmente, a eficácia da comunicação através das redes sociais é um fator com peso crescente nas empresas. No entanto, a inserção deste canal de comunicação em empresas a operar em mercados B2B não tem sido objeto de estudo de forma tão contundente como em empresas B2C. Deste modo, esta dissertação, para além de analisar o que já existe na literatura acerca do tópico em questão, tem como objetivo complementar a mesma com a parte prática do estágio curricular na Shortcut, empresa de consultoria e serviços de tecnologias de informação. A revisão de literatura teve como ponto de partida as estratégias existentes para melhorar a presença nas redes sociais. Assim, determinou-se ser necessária a definição de objetivos para as redes sociais, a análise da situação dos concorrentes nestas plataformas, a seleção de segmentos de consumidores, a produção de conteúdos específicos, assim como métricas de análise dos resultados. Concluiu-se que as estratégias devem ter um caráter cíclico, ou seja, devem implementar-se e analisar as suas métricas para perceber o que e o que não resulta, eliminando, posteriormente, as estratégias com resultados negativos, e melhorando as restantes. As conclusões retiradas da revisão de literatura foram aplicadas durante o período de estágio, para compreender os seus efeitos em contexto real. Foi possível verificar que os conteúdos de caráter informacional obtinham, tal como exposto pela literatura, uma maior interação e abrangência dos utilizadores de redes sociais do que os conteúdos de entretenimento no mercado B2B.
Nowadays, the communication efficiency for social networks is a factor with heavy growth in companies. However, the use of this communication channel in companies operating in B2B markets has not been studied as strongly as in B2C companies. Thus, this dissertation, in addition to analyzing what already exists in the literature on the topic in question, aims to complement it with the practical part of the curricular internship at Shortcut, a consulting and information technology services company. The literature review had, as its starting point, the existing strategies to improve the presence in social networks. Thus, it was determined that it’s necessary to define objectives for social networks, analyze the situation of competitors on these platforms, select consumer segments, produce specific content, as well as metrics for analyzing results. It was concluded that strategies should be cyclical, that is, they should implement and analyze their metrics to perceive what creates better effects, eliminating strategies with negative results, and improving the others. The conclusions drawn from the literature review were applied during the internship period to understand their effects in real context. It was possible to verify that informational contents obtained, as exposed in the literature, a greater interaction and reach of social network users than the entertainment contents in the B2B market.
Nowadays, the communication efficiency for social networks is a factor with heavy growth in companies. However, the use of this communication channel in companies operating in B2B markets has not been studied as strongly as in B2C companies. Thus, this dissertation, in addition to analyzing what already exists in the literature on the topic in question, aims to complement it with the practical part of the curricular internship at Shortcut, a consulting and information technology services company. The literature review had, as its starting point, the existing strategies to improve the presence in social networks. Thus, it was determined that it’s necessary to define objectives for social networks, analyze the situation of competitors on these platforms, select consumer segments, produce specific content, as well as metrics for analyzing results. It was concluded that strategies should be cyclical, that is, they should implement and analyze their metrics to perceive what creates better effects, eliminating strategies with negative results, and improving the others. The conclusions drawn from the literature review were applied during the internship period to understand their effects in real context. It was possible to verify that informational contents obtained, as exposed in the literature, a greater interaction and reach of social network users than the entertainment contents in the B2B market.
Description
Keywords
Social media Redes sociais Facebook Linkedin B2B Social network