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Advisor(s)
Abstract(s)
Recentemente, com o desenvolvimento da Internet e o aparecimento de um conjunto
de ferramentas que emergiram com a chamada Web 2.0 (blogues, redes sociais,
podcasts, content communities, wikis, entre outras), a interacção e envolvimento
online entre pessoas e entidades foi levada a uma escala sem precedentes, para a
qual também contribuem outros factores como a massificação da Internet e das
comunicações mais baratas e desenvolvimento das tecnologias móveis e wireless.
Entretanto, as instituições políticas passaram a apostar, cada vez mais, no
Marketing Político relacional, procurando definir estratégias coerentes e de longo
prazo na abordagem aos cidadãos. E, se num passado recente, recorriam,
sobretudo, aos tradicionais meios offline, cada vez mais, apostam também nas
ferramentas online e, em particular, nos Social Media. Como refere Qualman (2008),
devido à capacidade efectiva de atingir vastas camadas da população, o Social
Media tornou-se uma estratégia de marketing muito relevante para indivíduos,
empresas e organizações de qualquer dimensão. Decorrente desta utilização,
colocam-se também questões relacionadas com a forma de medir a eficácia destas
ferramentas.
Este Estudo de Caso pretende fazer uma análise sobre a forma de utilização dos
Social Media pelas principais organizações políticas portuguesas. Para focar a
nossa análise, seleccionámos duas ferramentas de sucesso mundial – Facebook e
Twitter – e as cinco principais organizações partidárias nacionais com representação
no Parlamento (PS, PSD, CDS/PP, CDU e BE), bem como a Presidência da
República Portuguesa. E seleccionámos um conjunto de dimensões relacionadas
com as métricas específicas de Social Media. Com base neste estudo, concluímos
que esta utilização ainda não é homogénea entre todas as entidades e que há
alguns caminhos a percorrer, nomeadamente para potenciar uma maior interacção e
um envolvimento efectivo com os cidadãos.
Recently, the development of the Internet and the creation of a set of tools that have emerged with the so-called Web 2.0 - blogs, social networks, podcasts, content communities, wikis, etc. - have taken the online interaction and involvement between individuals to an unprecedented scale. Some other factors also contributed to this phenomenon as the popularization of the Internet, the cheaper communications and the development of mobile and wireless technologies. In the meantime, political institutions invested increasingly in Political Marketing, seeking to define coherent strategies and long-term approaches to citizens. If in the recent past the political parties relied mainly on traditional offline media, these institutions are increasingly using the online tools, particularly the Social Media. As Qualman stated (2008), due to the ability to achieve effective large sections of the population, Social Media has become a very important marketing strategy for individuals, businesses and organizations of any size. Resulting from this increased use, there are some questions related with how to measure the effectiveness of these tools. This case study aims to do an analysis on how the main Portuguese political organizations are using the Social Media. To focus this analysis, we selected two worldwide success tools - Facebook and Twitter - and the five major party organizations with representation in the Portuguese Parliament (PS, PSD, CDS / PP, CDU and BE) and the Presidency of the Portuguese Republic. Then, we selected a set of dimensions related with the Social Media metrics. Based on this study, we conclude that the use of Social Media tools is not uniform among all the entities and that there are some areas to improve, especially to enhance greater interaction and effective engagement with citizens.
Recently, the development of the Internet and the creation of a set of tools that have emerged with the so-called Web 2.0 - blogs, social networks, podcasts, content communities, wikis, etc. - have taken the online interaction and involvement between individuals to an unprecedented scale. Some other factors also contributed to this phenomenon as the popularization of the Internet, the cheaper communications and the development of mobile and wireless technologies. In the meantime, political institutions invested increasingly in Political Marketing, seeking to define coherent strategies and long-term approaches to citizens. If in the recent past the political parties relied mainly on traditional offline media, these institutions are increasingly using the online tools, particularly the Social Media. As Qualman stated (2008), due to the ability to achieve effective large sections of the population, Social Media has become a very important marketing strategy for individuals, businesses and organizations of any size. Resulting from this increased use, there are some questions related with how to measure the effectiveness of these tools. This case study aims to do an analysis on how the main Portuguese political organizations are using the Social Media. To focus this analysis, we selected two worldwide success tools - Facebook and Twitter - and the five major party organizations with representation in the Portuguese Parliament (PS, PSD, CDS / PP, CDU and BE) and the Presidency of the Portuguese Republic. Then, we selected a set of dimensions related with the Social Media metrics. Based on this study, we conclude that the use of Social Media tools is not uniform among all the entities and that there are some areas to improve, especially to enhance greater interaction and effective engagement with citizens.
Description
Keywords
Social media Marketing político Redes sociais Blogues Micro blogues Web Political marketing Social networks Blogs Micro blogs