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Authors
Abstract(s)
Os social media, surgem no inicio do século XXI e vêm desafiar a forma de se
comunicar desde sempre conhecida, devido à sua natureza interativa e às suas
funcionalidades. Estes permitem que as marcas e os consumidores
comuniquem entre si, tornando aquilo que era até agora uma mensagem
unilateral numa conversa. À medida que estas novas ferramentas ganham
relevância, surgem dúvidas de como é que as empresas as podem utilizar
eficazmente, especialmente quando se tratam de empresas que operam num
ambiente B2B.
Este trabalho tem como objetivo dar resposta a um problema levantado pela
Shortcut, uma empresa especialista em outsourcing e desenvolvimento de
software, que pretendia criar uma estratégia de comunicação em social media.
Com este intuito, realizou-se um estágio na empresa referida, o qual permitiu a
recolha de informação para uma análise da situação atual da comunicação. Foi
também realizado um enquadramento teórico, o qual permitiu descobrir o
estado da arte da comunicação em social media. Após análise dos resultados e
em conjunto com a organização, definiu-se um plano de ação que visava
implementar mudanças estruturais na gestão dos social media a curto e médioprazo.
Como resultado, foram descobertas as melhores práticas ao nível de gestão
de social media e implementadas alterações em termos de imagem apresentada,
mas também em termos de conteúdo partilhado nas redes sociais,
nomeadamente no Facebook e no Linkedin. Foi também elaborada uma Social
Media Dashboard, que representa um conjunto de boas práticas, cujo objetivo é
orientar e facilitar o trabalho das pessoas responsáveis por gerir este meio de
comunicação, desde o fim do estágio em diante.
Social Media emerges at the beginning of the twenty first century. This arrival challenges the traditional way of communicating. Due to its interactive nature and multiple functionalities, it allows companies/brands to communicate with consumers in what is, nowadays, a conversation and not a one-sided message. As these new tools become more relevant, doubts have emerged on how to use these tools effectively, specially concerning companies that work in B2B environment. The goal of this thesis is to provide a solution for a problem raised by Shortcut. Shortcut is a software development and outsourcing company that intended to develop a social media communication strategy. With this in mind, an internship program was created which allowed for gathering of information to access and analyze the company’s communication reality. In parallel a theoretical framework was developed in order to discover the social media communication state of the art. After extensive analysis of the data collected, and with the organization’s collaboration, a plan of action was defined. The aim of this plan was to implement structural changes in social media management in a short to medium term basis. As a result, the best practices in social media management were discovered and changes were implemented not only in the presentation of the company’s image but also in the type of information shared via social networks such as Facebook and LinkedIn. It was also created an initiative named Social Media Dashboard that represents a set of good practices, with the goal of guiding and facilitating the work of the people responsible for managing this mean of communication, from the present to the future.
Social Media emerges at the beginning of the twenty first century. This arrival challenges the traditional way of communicating. Due to its interactive nature and multiple functionalities, it allows companies/brands to communicate with consumers in what is, nowadays, a conversation and not a one-sided message. As these new tools become more relevant, doubts have emerged on how to use these tools effectively, specially concerning companies that work in B2B environment. The goal of this thesis is to provide a solution for a problem raised by Shortcut. Shortcut is a software development and outsourcing company that intended to develop a social media communication strategy. With this in mind, an internship program was created which allowed for gathering of information to access and analyze the company’s communication reality. In parallel a theoretical framework was developed in order to discover the social media communication state of the art. After extensive analysis of the data collected, and with the organization’s collaboration, a plan of action was defined. The aim of this plan was to implement structural changes in social media management in a short to medium term basis. As a result, the best practices in social media management were discovered and changes were implemented not only in the presentation of the company’s image but also in the type of information shared via social networks such as Facebook and LinkedIn. It was also created an initiative named Social Media Dashboard that represents a set of good practices, with the goal of guiding and facilitating the work of the people responsible for managing this mean of communication, from the present to the future.
Description
Keywords
Social media B2B Comunicação IT Marketing Sites de redes sociais Communication Social networking sites