MÍDIAS SOCIAIS DIGITAIS: ESPAÇO DE RELACIONAMENTO E COMUNICAÇÃO ESTRATÉGICA

• Autor(a) principal: QUINCOSES, Candice da Silva
• Data de Publicação: 2016
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da METODISTA
• Texto Completo: http://tede.metodista.br/jspui/handle/tede/1547
• topic: Mídias sociais digitais; Comunicação Estratégica; Relacionamento; Comunicação Organizacional; Riscos.; Social media digital; Strategic communication; Relationship; Comunicação Organizational communication; Risks; CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

This work aims to assess the posture of organizations on social digital medias, considering the fact that these new virtual environments have dramatically changed the way in wich they promote the relationship with its stakeholders.The main objective of the research is to identify and understand how organizations position themselves in front of unfavorable comments in digital social media that may impacts its image and reputation, as well as showing the importance to constantly monitor the consumer and dialogue with him on the digital channels to avoid risks to the brand. The metodology used is called study of multiple cases, through which analyzed the unfavorable comments to the Brands: Vivo, Tim and Oi, on the Facebook Page during the month of september 2015. It was built a research protocol and held the monitoring of these brands analyzing them posts and unfavorable comments collected in that period. It was found, after such procedures that mobile operators often have difficulties in relationships with the public in digital social media, which puts them at risk for their image and reputation.