Empresas no Facebook: o caso da TMN e da Optimus

• Autor(a) principal: Caseiro, Bruno
• Data de Publicação: 2011
• Outros Autores: Barbosa, Rui
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: https://doi.org/10.34624/ilcj.v2i1.14890

Social Media Marketing is a concept used nowadays by several companies, as a way to guarantee a stronger online presence and so being closer to the growing virtual communities, where many of their clients are, and also where a large amount of potencial clients can be. One of the purposes of this study consists in evaluating the communication strategies of two Portuguese trademarks, looking to know in which way they divulge their products, in which way they try to conquer new clients or improve their social networking relations. Another purpose of this study is to understand and compare the usage of social media, based on the specific study of the Facebook platform, concerning two mobile telecommunications operators, TMN and Optimus. To this intent, a qualitative and quantitative analysis has been developed, regarding the interactions on the profile pages of each of these brands, on Facebook. The results reveal a disparity on the degree of interaction of each brand, indicating different strategies. The first case reveals a wrong approach, according to specialists, while the second case shows an example of good practices in social media marketing.