DIRETRIZES PARA A ELABORAÇÃO DE UMA ESTRATÉGIA DE COMUNICAÇÃO CORPORATIVA NAS REDES SOCIAIS: O CASO SHELL

• Ano de defesa: 2013
• Autor(a) principal: Chaves, Maria Claudia de Souza Beiriz
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Programa de Pós-graduação em Sistemas de Gestão; Segurança do Trabalho, Meio-ambiente, Gestão pela Qualidade Total
• Palavras-chave em Português: Midias Sociais; Estratégia; Comunicação; Redes; Facebook; Social media; Strategy; Communications; Networks; CNPQ::ENGENHARIAS::ENGENHARIA DE PRODUCAO
• Link de acesso: https://app.uff.br/riuff/handle/1/20270

Since the beginning of the Internet and its popularity during the 90s, the world has witnessed changes in patterns of communication and behavioral revolutions that with time passer increasingly gained speed. Currently an avalanche of social networks is accessible to different user profiles. These networks have become key channels for companies to approach, meet and interact with your customers and potential customers. This study presents the behavior of companies within this new paradigm. With social networks, communities with no expression before gained voice and power. Today, it is not enough just to allocate investments to adapt to new communication format, companies must develop an integrated communication strategy and have speed. The objective of the research is to provide guidance on successful strategies of companies present specifically on Facebook. Strategies to maintain the competitiveness of enterprises invariably become obsolete in the long run. However, the latest changes in business and technology available to relate to customers, brought the urgent need for adaptation. The work includes analysis of behavioral aspects of the Brazilian population and related companies, including the case study of Shell and its entry strategy on Facebook. As a main contribution this research recommends an effective business strategy for social midia presenting its benefits and competitive advantage to business.