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A evolução tecnológica é acompanhada por novas oportunidade e desafios. Em concreto as tecnologias da informação e da comunicação têm mudado a forma como as pessoas comunicam, o que gerou novas formas de interação entre as empresas e o seu público-alvo. Hoje, estas interações assumem diferentes formas, recursos e plataformas tecnológicas como os tweets no Twitter, as atualizações de estado no Facebook, os vídeos no YouTube, entre outras. Todas estas mudanças têm especificidades que as empresas têm de acompanhar, conhecer e adaptar-se para que a comunicação com o target seja bem sucedida.
Identifica-se aqui um problema de gestão da complexidade da comunicação em múltiplas plataformas e para públicos específicos a que a presente investigação procura dar um contributo. Inspirando-se na metodologia de estudo de caso e usando o método de análise documental, produziu-se um estudo descritivo e exploratório, materializado num modelo de suporte às empresas no que diz respeito à sua presença nos media sociais.
O modelo procura facilitar a gestão da presença online identificando diversos estádios evolutivos da exploração dos canais. Identificam-se quatro níveis para sete dimensões centrais da comunicação – presença, relações, reputação, grupos, conversação, partilha e identidade – que têm um papel preponderante nos media sociais. É não só importante para as empresas saber estar presente em plataformas digitais sociais, como também medir a sua participação e fazer uso das ferramentas que o meio digital apresenta. Neste sentido, o modelo apresentado procura também suportar as empresas com ferramentas que poderão utilizar em cada estado de evolução, bem como com métricas que permitam aferir se os objetivos, definidos por cada empresa, estão a ser cumpridos.
With technological evolution come new opportunities and challenges. In specific information and communication technologies had changed the way people communicate which generated new ways of interaction between companies and their target. Today, these interactions assume different forms, resources and technological platforms as tweets in Twitter, status updates in Facebook, videos in Youtube, etc. In order to have success communicating with their target, all these changes have specifications that companies have to monitor, understand and adapt to. Here we find a problem which is the complexity of managing the presence in multiple platforms to specific targets and this investigation looks for to contribute to solve this problem. Inspired in the case study methodology and using the method of document analysis, was produced a descriptive and exploratory study that was materialized in a support framework to manage the presence in social media by companies. By identifying different evolution stages the framework seeks to make easy the online presence management. In this investigation have been identified four levels to seven central dimensions of communication – presence, relationships, reputation, groups, conversations, sharing and identity – that have an important impact in social media. Hence, it is not only important for companies to know how to be present in social digital platforms, as well as to know how to measure their participation and to use tools available in the digital environment. In this way, the presented framework looks for to also support companies with tools that can be used in each evolutional stage, as well as metrics that will allow them to know if the goals set are being achieved.
With technological evolution come new opportunities and challenges. In specific information and communication technologies had changed the way people communicate which generated new ways of interaction between companies and their target. Today, these interactions assume different forms, resources and technological platforms as tweets in Twitter, status updates in Facebook, videos in Youtube, etc. In order to have success communicating with their target, all these changes have specifications that companies have to monitor, understand and adapt to. Here we find a problem which is the complexity of managing the presence in multiple platforms to specific targets and this investigation looks for to contribute to solve this problem. Inspired in the case study methodology and using the method of document analysis, was produced a descriptive and exploratory study that was materialized in a support framework to manage the presence in social media by companies. By identifying different evolution stages the framework seeks to make easy the online presence management. In this investigation have been identified four levels to seven central dimensions of communication – presence, relationships, reputation, groups, conversations, sharing and identity – that have an important impact in social media. Hence, it is not only important for companies to know how to be present in social digital platforms, as well as to know how to measure their participation and to use tools available in the digital environment. In this way, the presented framework looks for to also support companies with tools that can be used in each evolutional stage, as well as metrics that will allow them to know if the goals set are being achieved.
Descrição
Palavras-chave
Media sociais Comunicação Gestão Social media Communication Management