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Publication
Impacto da comunicação digital na área de tratamento de dependências - o caso do S.A.E.
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| 6.26 MB | Adobe PDF |
Abstract(s)
É inegável a importância que a Comunicação Digital representa, atualmente, para as organizações, independentemente do seu setor de atuação. Estar a par das constantes mudanças tecnológicas é fundamental para garantir a competitividade da mesma no mercado global.
Para Kunsch (2007, citado por Sousa, 2022) o poder da Comunicação Digital deve ser inegável para os agentes responsáveis pela gestão e comunicação dentro de uma empresa uma vez que se vive uma era digital cada vez mais competitiva onde a falta de atualização digital isolará e trará desvantagem para a mesma.
A presente investigação centra-se no estudo da comunicação digital (CD) e seu importante contributo para as organizações. Para tal, respaldamo-nos numa longa revisão bibliográfica para, posteriormente analisarmos a comunicação digital de uma organização ligada ao tratamento de dependências, usando uma metodologia empírica, de estudo de caso, de natureza mista.
Através da aplicação de instrumentos de recolha de dados: a análise de dados da própria organização, a observação participativa, o inquérito por entrevista e questionário, foi possível identificar várias e notórias fragilidades na identidade gráfica e presença digital da organização, o que dificulta sobremaneira a sua CD e o atingir objetivos delineados.
Com o objetivo de combater essas falhas, traçou-se um Plano de Comunicação Digital (PCD) à organização que pretende aumentar a visibilidade e notoriedade, fortalecer a sua identidade gráfica, melhorar o relacionamento com os públicos, potenciar o alcance da CD e talvez vir a possibilitar a sua internacionalização no futuro.
Apesar de não ter sido possível implementar o plano criado, o presente estudo pretende demonstrar às entidades que possuir um PCD, adaptado às suas necessidades e limitações pode contribuir significativamente para a sua aproximação ao público-alvo pretendido e para o alcance de objetivos a curto e médio prazo, que posteriormente serão um importante fator para o seu crescimento e valorização.
It is undeniable that Digital Communication currently plays a vital role for organisations, regardless of their sector of activity. Keeping up with constant technological changes is essential to ensure their competitiveness in the global market. According to Kunsch (2007, as cited by Sousa, 2022), the power of Digital Communication must be recognised by those responsible for management and communication within an organisation, especially in an increasingly competitive digital era, where the lack of digital adaptation will lead to isolation and disadvantage. This research focuses on the study of Digital Communication and its significant contribution to organisations. To this end, we based our approach on an extensive literature review, followed by an empirical case study of an organisation dedicated to addiction treatment, using a mixed-methods methodology. By applying several data collection tools – including internal data analysis, participatory observation, interviews, and questionnaires – it was possible to identify multiple and evident weaknesses in the organisation’s visual identity and digital presence. These shortcomings considerably hinder its digital communication and the achievement of its stated objectives. In order to address these issues, a Digital Communication Plan was developed for the organisation, aiming to increase visibility and recognition, strengthen its visual identity, improve relationships with target audiences, enhance the reach of its digital communication, and potentially enable internationalisation in the future. Although it was not possible to implement the proposed plan, this study seeks to demonstrate to organisations that having a Digital Communication Plan tailored to their specific needs and limitations can significantly contribute to the achievement of short- and medium-term goals, and later become a key factor in their growth and development.
It is undeniable that Digital Communication currently plays a vital role for organisations, regardless of their sector of activity. Keeping up with constant technological changes is essential to ensure their competitiveness in the global market. According to Kunsch (2007, as cited by Sousa, 2022), the power of Digital Communication must be recognised by those responsible for management and communication within an organisation, especially in an increasingly competitive digital era, where the lack of digital adaptation will lead to isolation and disadvantage. This research focuses on the study of Digital Communication and its significant contribution to organisations. To this end, we based our approach on an extensive literature review, followed by an empirical case study of an organisation dedicated to addiction treatment, using a mixed-methods methodology. By applying several data collection tools – including internal data analysis, participatory observation, interviews, and questionnaires – it was possible to identify multiple and evident weaknesses in the organisation’s visual identity and digital presence. These shortcomings considerably hinder its digital communication and the achievement of its stated objectives. In order to address these issues, a Digital Communication Plan was developed for the organisation, aiming to increase visibility and recognition, strengthen its visual identity, improve relationships with target audiences, enhance the reach of its digital communication, and potentially enable internationalisation in the future. Although it was not possible to implement the proposed plan, this study seeks to demonstrate to organisations that having a Digital Communication Plan tailored to their specific needs and limitations can significantly contribute to the achievement of short- and medium-term goals, and later become a key factor in their growth and development.
Description
Keywords
Plano de comunicação digital Marketing digital Redes sociais Dependências Organizações sociais Digital communication plan Digital marketing Social media Addictions Social organisations