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Abstract(s)
As redes sociais sĂŁo consideradas um novo canal de comunicação, que as empresas podem e devem rentabilizar, uma vez que possuem um grande nĂșmero de utilizadores, o que facilita a propagação da informação. Ă um canal direto, interativo e eficaz.
As empresas devem compreender o que leva os consumidores a partilharem, e a transferirem conhecimento para outros, sobre novos produtos e serviços. Por isso, o recurso a este meio de comunicação, requer uma estratégia com objetivos definidos e com constante monitorização dos resultados das açÔes.
O presente trabalho tem como objetivo estudar a presença das empresas nas redes sociais e saber em que medida a existĂȘncia de um Website determina a presença noutras redes sociais. Para atingir esse objetivo o estudo realizado incidiu sobre a presença nas redes sociais das 500 Maiores & Melhores Empresas nacionais.
Os resultados mostram que as empresas, de um modo geral, asseguram a sua presença na Internet atravĂ©s de um Website, 33 tĂȘm presença na rede Google+; 170 tĂȘm presença no Facebook; 3 empresas encontram-se mal categorizadas (perfil pessoal) no Facebook; 78 tĂȘm uma pĂĄgina no Twitter; 101 criaram um canal no YouTube, e 327 nĂŁo criaram nenhuma pĂĄgina atĂ© Ă data da pesquisa. Relativamente ao Pinterest e Instagram, a adesĂŁo das empresas a estas redes Ă© praticamente inexistente. Para alĂ©m disso, identificou-se algum grau de associação entre a existĂȘncia de um Website com a presença no Facebook, no YouTube, no Twitter e no Google+. Relativamente Ă presença nas trĂȘs redes sociais principais, verifica-se que as empresas mais ativas no Facebook sĂŁo tambĂ©m as mais ativas no Twitter, o mesmo nĂŁo acontecendo entre estas duas redes e o YouTube.
Social networks are regarded as a new communication channel that companies can and should capitalize, since they have a large number of users, which facilitates the spread of information. It is a direct, interactive and effective channel. Companies must understand what leads consumers to share and transfer knowledge to others, about new products and services. Therefore, the use of this media requires a strategy with defined objectives and with constant monitoring of the results of actions. The present work aims to study the presence of companies in social networks and know the extent to which the existence of a website determines the presence in other social networks. To achieve this goal the study focused on the presence in the social networks of the 500 Largest & Best national Companies. The results show that companies, in general, ensure its presence on the Internet through a Website, 33 have presence on Google+ network; 170 have a presence on Facebook; 3 companies are badly categorized (personal profile) on Facebook; 78 have a Twitter page; 101 created a YouTube channel, and 327 did not create any pages up to date research. Regarding Pinterest and Instagram, adherence of companies to these networks is practically nonexistent. Furthermore, we identified some degree of association between the existence of a website with the presence on Facebook, YouTube, Twitter and Google+. For the presence in the three leading social networks, it appears that the most active companies on Facebook are also the most active on Twitter, the same is not happening between these two networks and YouTube
Social networks are regarded as a new communication channel that companies can and should capitalize, since they have a large number of users, which facilitates the spread of information. It is a direct, interactive and effective channel. Companies must understand what leads consumers to share and transfer knowledge to others, about new products and services. Therefore, the use of this media requires a strategy with defined objectives and with constant monitoring of the results of actions. The present work aims to study the presence of companies in social networks and know the extent to which the existence of a website determines the presence in other social networks. To achieve this goal the study focused on the presence in the social networks of the 500 Largest & Best national Companies. The results show that companies, in general, ensure its presence on the Internet through a Website, 33 have presence on Google+ network; 170 have a presence on Facebook; 3 companies are badly categorized (personal profile) on Facebook; 78 have a Twitter page; 101 created a YouTube channel, and 327 did not create any pages up to date research. Regarding Pinterest and Instagram, adherence of companies to these networks is practically nonexistent. Furthermore, we identified some degree of association between the existence of a website with the presence on Facebook, YouTube, Twitter and Google+. For the presence in the three leading social networks, it appears that the most active companies on Facebook are also the most active on Twitter, the same is not happening between these two networks and YouTube
Description
Dissertação de Mestrado
apresentada ao Instituto de Contabilidade e Administração do Porto para a obtenção do grau de Mestre em Marketing Digital, sob orientação do Professor Doutor José de Freitas Santos
Keywords
Comportamento do consumido Redes sociais Engagement Facebook Internet Consumer behavior Social networks Engagement
Citation
Publisher
Instituto Politécnico do Porto. Instituto Superior de Contabilidade e Administração do Porto