Redes sociais digitais e a comunicação interna: manual de conduta como ferramenta estratégica para as organizações

• Ano de defesa: 2015
• Autor(a) principal: Santos, Penélope da Silva Almeida [UNESP]
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Estadual Paulista (Unesp)
• Palavras-chave em Português: Comunicação; Cultura organizacional; Conduta - Manuais, guias, etc; Ética; Redes sociais on-line; Communication
• Link de acesso: http://hdl.handle.net/11449/136755; http://www.athena.biblioteca.unesp.br/exlibris/bd/cathedra/07-03-2016/000859724.pdf

This dissertation analyzes the scenario of social interactions mediated by Social Networks Digital in the organizational context, including organization, workforce and the use of digital social networks. The emphasis is on preparing the Manual of Conduct, specific to the use of these networks, such as internal communication strategy for organizations. The overall goals is to understand how to conduct manuals and business ethics, strategic tool for organizational communication with internal stakeholders are addressing issues related to the use of digital social networks. The methodology used are: 1) bibliographic research on Communication, Organizational Culture, Identify, Image and Organizational Reputation, Internal Communication, Social Media and Digital Communications Addressed; 2) exploratory research to survey and analysis of layoffs arising from the use considered inappropriate online social networks by the internal public, though news stories selected on the Internet; and 3) Manual content analysis and ethical conduct of three companies: the Brazilian Agricultural Research Corporation (Embrapa), the NovAmerica and Communications Agency Group machine. The main results are identified the need to establish a participatory process of the the workforce in the preparation of manuals of conduct for digital social networks; that textbooks should mirror the the organizational culture and especially should be used as a strategic tool of communication with the workforce