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Abstract(s)
A constante evolução tecnológica trouxe novas plataformas que revolucionaram a forma como a comunicação é feita. Com a chegada das redes sociais, as pessoas e as organizações começaram a comunicar de uma forma diferente: com uma linguagem mais informal, com mais frequência e rapidez.
As redes sociais são consideradas um dos avanços tecnológicos mais profundos do nosso tempo e representam um conjunto de novas oportunidades em termos de comunicação de marketing. Neste contexto, as organizações investem cada vez mais em media digitais, em declínio dos media tradicionais. Esta tendência permite uma comunicação mais eficaz, uma vez que a mensagem pode ser direcionada de uma melhor forma, atingindo públicos-alvo específicos e personalizado.
Assim, no cenário de negócios atual, as redes sociais demonstram possuir um grande potencial, em termos de marketing, devido às suas características inerentes. São ferramentas que permitem a criação de uma relação bilateral através da interação e da partilha de experiências.
Hoje, é crucial que uma organização possua uma presença online, seja através de um website, redes sociais, blogs ou outras plataformas. Desta forma, poderão diferenciar-se dos seus concorrentes, aumentando o seu nível de competitividade e reforçar o seu posicionamento.
Todas estas valências que são, na maior parte das vezes, associadas e aplicadas numa ótica organizacional, são extensíveis ao indivíduo comum.
Os profissionais procuram diferenciar-se e posicionar-se da melhor forma no mercado através da gestão da sua marca pessoal. Tal como as organizações, possuem websites, redes sociais blogs e presença noutras plataformas de forma a aprofundar a relação com os seus seguidores.
Em Portugal, são poucas as marcas que não têm presença ativa no Facebook. É nesta plataforma que muitos indivíduos promovem a sua marca pessoal, os seus serviços e interagem com outras pessoas. Estes profissionais reconhecem nesta rede social, uma oportunidade de potenciar a sua comunicação. Este estudo tem como objetivo aferir de que forma as redes sociais (especificamente o Facebook), podem ser utilizadas a nível de comunicação, na construção de uma marca pessoal e para a obtenção de vantagens competitivas.
Através da análise de diversas páginas de Facebook, serão identificados fatores considerados relevantes para a construção de uma marca pessoal, uma comunicação eficaz, uma maior diferenciação e será apresentado um conjunto de recomendações para a criação de uma estratégia de sucesso nesta rede social.
The constant technological evolution has brought new platforms that have revolutionized the way communication is done. With the arrival of social media, people and organizations began to communicate in a different way: with a more informal language, more frequently and quickly. Social media are considered one of the deepest technological advances of our time and represent a set of new opportunities in terms of marketing communication. In this context, organizations are investing more and more in digital media, in decline of traditional media. This trend allows for more effective communication, since the message can be targeted in a better way, reaching specific and personalized audiences. Thus, in the current business scenario, social media show great potential in terms of marketing due to their inherent characteristics. They are tools that allow the creation of a bilateral relationship through interaction and sharing of experiences. Today, it is crucial that companies have an online presence, whether through a website, social media, blogs or other platforms. In this way, they will be able to differentiate themselves from their competitors, increasing their level of competitiveness and strengthening their positioning. All these valences, which are often associated and applied in an organizational perspective, extend to the common individual. Professionals seek to differentiate themselves and position themselves in the best way in the market through the management of their personal brand. Like organizations, they have websites, social media, blogs and presence on other platforms in order to deepen the relationship with their followers. In Portugal, there are few brands that do not have an active presence on Facebook. It is on this platform that many individuals promote their personal brand, their services and interact with other people. These professionals recognize in this social network, an opportunity to enhance their communication. This study aims to assess how social networks (specifically Facebook) can be used in communication, in the construction of a personal brand and to obtain competitive advantages. Through the analysis of several Facebook pages, we will identify factors considered relevant for the construction of a personal brand, effective communication, greater differentiation and a set of recommendations will be presented to create a strategy of success in this social network.
The constant technological evolution has brought new platforms that have revolutionized the way communication is done. With the arrival of social media, people and organizations began to communicate in a different way: with a more informal language, more frequently and quickly. Social media are considered one of the deepest technological advances of our time and represent a set of new opportunities in terms of marketing communication. In this context, organizations are investing more and more in digital media, in decline of traditional media. This trend allows for more effective communication, since the message can be targeted in a better way, reaching specific and personalized audiences. Thus, in the current business scenario, social media show great potential in terms of marketing due to their inherent characteristics. They are tools that allow the creation of a bilateral relationship through interaction and sharing of experiences. Today, it is crucial that companies have an online presence, whether through a website, social media, blogs or other platforms. In this way, they will be able to differentiate themselves from their competitors, increasing their level of competitiveness and strengthening their positioning. All these valences, which are often associated and applied in an organizational perspective, extend to the common individual. Professionals seek to differentiate themselves and position themselves in the best way in the market through the management of their personal brand. Like organizations, they have websites, social media, blogs and presence on other platforms in order to deepen the relationship with their followers. In Portugal, there are few brands that do not have an active presence on Facebook. It is on this platform that many individuals promote their personal brand, their services and interact with other people. These professionals recognize in this social network, an opportunity to enhance their communication. This study aims to assess how social networks (specifically Facebook) can be used in communication, in the construction of a personal brand and to obtain competitive advantages. Through the analysis of several Facebook pages, we will identify factors considered relevant for the construction of a personal brand, effective communication, greater differentiation and a set of recommendations will be presented to create a strategy of success in this social network.
Description
Esta versão contém as críticas e sugestões dos elementos do júri
Keywords
Redes sociais Marca pessoal Interação Posicionamento Interaction Personal brand Social media Positioning