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Advisor(s)
Abstract(s)
Dado o crescimento do interesse nos meios sociais digitais em geral, e pelo marketing através dos social network sites (SNS) em particular, que permitiram às empresas de menores dimensões, com menos recursos financeiros e humanos, conseguirem estar mais perto dos seus clientes, é pertinente saber “como as organizações de pequena dimensão adotam as plataformas sociais e que métricas utilizam para a sua monitorização?”. O estudo, de carater exploratório, procura analisar algumas dimensões do social media como as principais plataformas adotadas, a estratégia, as ferramentas disponíveis, e principais métricas para a sua monotorização e medição. Procura também perceber quais as principais motivações das empresas a estarem nessas plataformas sociais assim como, quais os principais objetivos e benefícios que esperam alcançar do seu uso, destacados quer na literatura quer pelos profissionais da área e pelas organizações. O presente trabalho foca também a existência de campanhas pagas e as suas métricas. Para responder à questão de investigação foram entrevistadas duas organizações de serviços, a Clínica Médica da Foz e o Clube Fluvial Portuense. A metodologia usada para responder às questões de investigação foi inspirada no estudo de caso e usou-se como instrumento de recolha de dados, uma entrevista semiestruturada estruturada nas dimensões e atributos que emergiram da revisão de literatura. Dos principais resultados, destaca-se a importância dada aos objetivos de social media. Na clínica Médica da Foz destacam o reconhecimento / notoriedade da marca, enquanto no Clube Fluvial Portuense consideram o envolvimento com o consumidor como o mais relevante. Assim como, a importância dada a ferramentas de monitorização como o Facebook Insights, por ambas organizações. Destaca-se, ainda, a criação, de um quadro de atuação de ambas as organizações no social media, e também, a construção de um quadro com as principais métricas e objetivos para os meios sociais digitais nas empresas.
Generally given the growing interest in online social media, and for marketing through social network sites (SNS) particularly, which allowed smaller companies with fewer financial and human resources, have to be closer to its customers, it’s pertinent to know “how small organizations adopt social platforms and metrics used for monitoring?”. The study attempts to analyze some dimensions of social media as the main platform, strategy, available tools, and key metrics for monitoring and measurement. Also try to understand what the main motivations of the companies to be in these social platforms as well as what the main objectives and benefits they hope to achieve from its use, highlighted either in literature or by professionals ang organizations. This study focuses also the existence of paid and their metrics campaings. To answer de research question were interviewed two service organizations, Clínica Médica da Foz and Clube Fluvial Portuense. The methodology used to answer the research questions was used as data collections instrument, semi-structured interview. The literature review sought to identify metrics and evaluations models for the adoption of social media by companies. The main results highlight the importance given to social media goals. In Clínica Médica da Foz highlight the recognition/brand awareness, while at Clube Fluvial Portuense consider engagement with the consumer as the most relevant. As well as the importance given to monitoring tools like Facebook Insights, by both organizations. Also noteworthy is the creation of a performance framework of both organizations in social media, and also the construction of a table of key metrics and goals for digital social media in companies.
Generally given the growing interest in online social media, and for marketing through social network sites (SNS) particularly, which allowed smaller companies with fewer financial and human resources, have to be closer to its customers, it’s pertinent to know “how small organizations adopt social platforms and metrics used for monitoring?”. The study attempts to analyze some dimensions of social media as the main platform, strategy, available tools, and key metrics for monitoring and measurement. Also try to understand what the main motivations of the companies to be in these social platforms as well as what the main objectives and benefits they hope to achieve from its use, highlighted either in literature or by professionals ang organizations. This study focuses also the existence of paid and their metrics campaings. To answer de research question were interviewed two service organizations, Clínica Médica da Foz and Clube Fluvial Portuense. The methodology used to answer the research questions was used as data collections instrument, semi-structured interview. The literature review sought to identify metrics and evaluations models for the adoption of social media by companies. The main results highlight the importance given to social media goals. In Clínica Médica da Foz highlight the recognition/brand awareness, while at Clube Fluvial Portuense consider engagement with the consumer as the most relevant. As well as the importance given to monitoring tools like Facebook Insights, by both organizations. Also noteworthy is the creation of a performance framework of both organizations in social media, and also the construction of a table of key metrics and goals for digital social media in companies.
Description
Keywords
Social media Social network sites