Loading...
Publication
Redes sociais, sua importância e avaliação nas empresas: o caso da Growme
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.44 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
O presente relatório é o resultado de um estágio curricular realizado na empresa Growme, integrado no âmbito do Mestrado de Gestão de Marketing da Faculdade de Economia, da Universidade do Algarve. O estágio teve lugar em Faro, com a duração de 360 horas, tendo decorrido de novembro de 2019 a janeiro de 2020. O principal foco incidiu sobre as redes sociais, nomeadamente o Facebook e Instagram, identificando a sua importância e avaliação comparada.
No decorrer do estágio foram desenvolvidas tarefas de gestão de redes sociais, como planeamento, estratégia, criação de conteúdos (pesquisa de informação, edição de imagem, copyright, calendarização), sua publicação e por fim a avaliação das plataformas. As redes sociais têm milhares de utilizadores oferecendo assim um ambiente de interação social onde os consumidores têm a oportunidade de comunicar com as marcas, trocar ideias com outros utilizadores, influenciar conteúdos e tendências.
Constata-se que a empresa, objeto de estágio, pode melhorar o desempenho da sua media social e retorno associado. No período considerado, revelou uma estratégia mais ‘adaptativa’ despercebendo alguns indicadores-chave na área. Os esforços da empresa podem assim não estar a ser direcionados no maior potencial de media social e marketing digital. O cálculo e monitorização de envolvimento devem ser feitos, o que ajuda a preservar a reputação da empresa e a dar aos seguidores as respostas que realmente procuram. Um aspeto comum às empresas respondentes a um questionário de especialidade na área é a ausência de outsourcing a influenciadores digitais. Contudo esta prática revela uma importância crescente pois, com o nível de exigência e rapidez de resposta requeridos atualmente na área, o marketing digital in-house (interno) carece de recursos para tal.
This report is the result of a curricular internship at Growme, integrated in the scope of the Master of Marketing Management of the Faculty of Economics, University of Algarve. The internship took place in Faro, with a duration of 360 hours, from november 2019 to january 2020. The main focus was on social networks, namely Facebook and Instagram, identifying their importance and comparative evaluation. During the internship, social network management tasks were developed, such as planning, strategy, content creation (information search, image editing, copyright, scheduling), its publication and finally the platforms evaluation. Social networks have thousands of users thus offering a social interaction environment where consumers have the opportunity to communicate with brands, exchange ideas with other users, influence content and trends. It is found that the company, object of training, can improve the performance of their social media and associated return. In the period considered, it revealed a more 'adaptive' strategy, missing some key indicators in the area. The company's efforts may thus not be being directed at the greatest potential of social media and digital marketing. The calculation and monitoring of involvement should be done, which helps preserve the company's reputation and give followers the answers they are really looking for. A common aspect of companies responding to a specialty questionnaire in the area is the absence of outsourcing to digital influencers. However, this practice is of growing importance because, with the level of demand and speed of response currently required in the area, in-house (internal) digital marketing lacks the resources to do so.
This report is the result of a curricular internship at Growme, integrated in the scope of the Master of Marketing Management of the Faculty of Economics, University of Algarve. The internship took place in Faro, with a duration of 360 hours, from november 2019 to january 2020. The main focus was on social networks, namely Facebook and Instagram, identifying their importance and comparative evaluation. During the internship, social network management tasks were developed, such as planning, strategy, content creation (information search, image editing, copyright, scheduling), its publication and finally the platforms evaluation. Social networks have thousands of users thus offering a social interaction environment where consumers have the opportunity to communicate with brands, exchange ideas with other users, influence content and trends. It is found that the company, object of training, can improve the performance of their social media and associated return. In the period considered, it revealed a more 'adaptive' strategy, missing some key indicators in the area. The company's efforts may thus not be being directed at the greatest potential of social media and digital marketing. The calculation and monitoring of involvement should be done, which helps preserve the company's reputation and give followers the answers they are really looking for. A common aspect of companies responding to a specialty questionnaire in the area is the absence of outsourcing to digital influencers. However, this practice is of growing importance because, with the level of demand and speed of response currently required in the area, in-house (internal) digital marketing lacks the resources to do so.
Description
Keywords
Redes sociais Marketing digital Indicadores Facebook Instagram