Os media sociais no marketing do ensino superior

• Autor(a) principal: Pereira, Domingos André Martins
• Data de Publicação: 2009
• Outros Autores: Andrade, António Manuel Valente de
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: https://doi.org/10.34632/investigacaoeducacional.2009.3314

The phenomenon of social media takes place in multiple leveis of human activity: education, economy, politics, etc .. ln Portugal, these platforms have already attracted more than 70% oflntemet users and it's the third European country with the highest rate of usage. The Web 2.0 services appear as a new communication solution for higher education institutions, that face severa! problems: the decline of candidates, the growth of competition, financial constraints and the excess of graduates in areas of low employability (Torres, 2004). To be aware and understand this new way of creating and distributing content is to be open to new communication concepts of mediated interaction, not resulting from a simple conversion exercise of traditional media content to an on-line version. The study tried to analyze and respond to important issues to the characterization of this phenomenon and it's use to organizations, through a qualitative methodology based on observation of cases and platforms with a descriptive and analytical research. This process allowed to construct a model for the integration of social media in the organizations' communication strategy.