Loading...
Publication
Presença, atitude, dialogia e conteúdo no Instagram: desempenho de comunicação em instituições de ensino superior
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 7.16 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Com o crescimento exponencial das redes sociais, estas passaram a ser uma ferramenta
essencial para instituições de ensino superior na construção de sua identidade e na
comunicação com seus stakeholders. Este estudo tem como objetivo principal analisar o
desempenho das estratégias de conteúdo adotadas por instituições de ensino superior no
Instagram, durante um ano letivo, focando-se em revelar como essas instituições
interagem e se envolvem com o público, com vista a identificar boas práticas que
alimentem recomendações de omitização de desempenho. A metodologia de investigação
é de natureza mista, de tipologia embutida, com destaque na componente quantitativa
sobre a qualitativa dedutiva. A amostra é composta por seis instituições de ensino
superior, localizadas no distrito do Porto (FMUP, ESS, FEP, ISCAP, FEUP e ISEP),
tendo-se analisado o seu perfil ativo e participativo, perfil dialógico e perfil temático no
Instagram entre os dias 1 de setembro de 2023 e 30 de junho de 2024. Os resultados
revelam que as instituições recorrem ao formato ‘foto’ para a publicação dos seus
conteúdos e que a interação ‘like’ é a favorita dos utilizadores. Quanto à presença ativa,
praticamente todas instituições possuem conteúdo exclusivamente proprietário, mas
apenas duas se posicionam no quadrante ‘funil ativo’. A nível de desempenho, apenas
existem duas instituições no quadrante dos agentes eficientes, embora uma delas ainda
não tenha migrado totalmente. No perfil dialógico é onde encontramos as maiores
deficiências, visto que as instituições revelam ter um perfil predominantemente
informativo, com recursos grande parte das vezes apenas gráficos, além de a taxa de apoio
ser a mais elevada. A área temática mais recorrente é ‘identidade’. A presente
investigação encontra-se dividida em quatro capítulos, onde: no primeiro é feito um
enquadramento teórico de suporte à análise feita; no segundo é apresentada a metodologia
de investigação; no terceiro é feita a análise dos dados e a sua respetiva discussão,
terminando com uma secção de recomendações; e, no último, são expostas as conclusões.
Generalizando, recomenda-se que as instituições otimizem as suas estratégias na vertente
mais dialógica e relacional, de modo a alcançar um melhor desempenho e posicionamento
junto dos seus públicos. Os resultados desta investigação têm implicações práticas para a
otimização de estratégias de comunicação digital, oferecendo recomendações de boas
práticas para maximizar o desempenho institucional nas redes sociais.
With the exponential growth of social networks, they have become an essential tool for higher education institutions in building their identity and communicating with their stakeholders. The main objective of this study is to analyze the performance of content strategies adopted by higher education institutions on Instagram over the course of an academic year, focusing on revealing how these institutions interact and engage with their audiences, with a view to identifying good practices that feed into recommendations for omitting performance. The research methodology is of a mixed nature, of an embedded typology, with an emphasis on the quantitative component over the deductive qualitative one. The sample consists of six higher education institutions located in the district of Porto (FMUP, ESS, FEP, ISCAP, FEUP and ISEP), and their active and participatory profile, dialogical profile and thematic profile on Instagram were analyzed between September 1, 2023 and June 30, 2024. The results show that institutions use the 'photo' format to publish their content and that the 'like ' interaction is users' favorite. As for active presence, almost all institutions have exclusively proprietary content, but only two are in the 'active funnel' quadrant. In terms of performance, there are only two institutions in the efficient agents quadrant, although one of them has not yet fully migrated. The dialogic profile is where we find the greatest deficiencies, as the institutions have a predominantly informative profile, with resources that are often only graphic, and the support rate is the highest. The most recurrent thematic area is 'identity'. This research is divided into four chapters: the first provides a theoretical framework to support the analysis carried out; the second presents the research methodology; the third analyzes the data and discusses it, ending with a section on recommendations; and the last sets out the conclusions. Generally speaking, it is recommended that institutions optimize their strategies in a more dialogic and relational way, in order to achieve better performance and positioning with their audiences. The results of this research have practical implications for the optimization of digital communication strategies, offering recommendations for good practices to maximize institutional performance on social networks.
With the exponential growth of social networks, they have become an essential tool for higher education institutions in building their identity and communicating with their stakeholders. The main objective of this study is to analyze the performance of content strategies adopted by higher education institutions on Instagram over the course of an academic year, focusing on revealing how these institutions interact and engage with their audiences, with a view to identifying good practices that feed into recommendations for omitting performance. The research methodology is of a mixed nature, of an embedded typology, with an emphasis on the quantitative component over the deductive qualitative one. The sample consists of six higher education institutions located in the district of Porto (FMUP, ESS, FEP, ISCAP, FEUP and ISEP), and their active and participatory profile, dialogical profile and thematic profile on Instagram were analyzed between September 1, 2023 and June 30, 2024. The results show that institutions use the 'photo' format to publish their content and that the 'like ' interaction is users' favorite. As for active presence, almost all institutions have exclusively proprietary content, but only two are in the 'active funnel' quadrant. In terms of performance, there are only two institutions in the efficient agents quadrant, although one of them has not yet fully migrated. The dialogic profile is where we find the greatest deficiencies, as the institutions have a predominantly informative profile, with resources that are often only graphic, and the support rate is the highest. The most recurrent thematic area is 'identity'. This research is divided into four chapters: the first provides a theoretical framework to support the analysis carried out; the second presents the research methodology; the third analyzes the data and discusses it, ending with a section on recommendations; and the last sets out the conclusions. Generally speaking, it is recommended that institutions optimize their strategies in a more dialogic and relational way, in order to achieve better performance and positioning with their audiences. The results of this research have practical implications for the optimization of digital communication strategies, offering recommendations for good practices to maximize institutional performance on social networks.
Description
Keywords
Redes sociais Estratégia Conteúdo Comunicação dialógica Envolvimento Desempenho Social media Strategy Content Dialogic communication Engagement Performance