Social media plan: FNAC

• Autor(a) principal: Marques, João Pedro Rafael
• Data de Publicação: 2013
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/6823
• topic: Social media; Word-of-mouth; FNAC; Digital marketing; Passa-palavra; Marketing digital

The paradigm has shifted. Consumers now have different behaviors from the ones they used to have. The old consumer was easily influenced by a mass-market communicated message and was less informed, while nowadays, the new consumer seeks for information on his own (Lewis and Bridger, 2003), not waiting for, and sometimes not even listening to, the company’s message. In fact, studies show that often consumers trust other consumers’ opinions more than the Brand’s message (Nielsen Consulting, 2009). Nowadays, the power switched places. It moved from the companies to the consumer. Given some specific features of the online environment, consumers are all connected with each other, talking about brands. So, conversations are occurring. Conversations that can have an impact on a Brand’s reputation (Kim and Ko, 2010), and brands do not control what is being said about their business. Yet, Brands can join the conversation. Brands can even promote the conversation in order to engage their fans in followers in subjects that are of its interest. This is where the brands’ strategy sometimes fails, usually by continuing to address their clients as end receivers of a marketing message instead of participants in a dialogue. Thus, this thesis comes as contribute towards that, under the form of a Social Media plan for FNAC, a retailers of cultural and technological products. FNAC’s current Social Media presence will be analyzed, and there will be suggested measures to capitalize it.