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Publication
Redes sociais como facilitador de prestação dos serviços públicos: caso do Instituto dos Registos e do Notariado
Advisor(s)
Abstract(s)
O grande desenvolvimento das tecnologias de informação e comunicação e a respetiva evolução da Internet geraram grandes modificações nas sociedades modernas e no respetivo comportamento dos cidadãos. Cada vez mais o uso da Internet, das redes sociais, aplicações móveis e outros formatos de comunicação estão presente diariamente, em cada momento, na vida de milhões de pessoas, sendo que estas ferramentas, hoje em dia, já se tornaram indispensáveis no quotidiano das empresas e na sua comunicação com os clientes. Com base nesta “realidade”, torna-se assim necessário que também o setor público adapte a sua atividade a esta era digital. Nos últimos cinco anos, tem-se vindo a verificar a tendência pela modernização do setor público, na adaptação e integração das tecnologias digitais e no acompanhamento das alterações do comportamento do consumidor atual, como forma de alcançar um melhor relacionamento e uma comunicação mais eficaz com o cidadão. A adaptação a esta nova realidade e a utilização de ferramentas de marketing digital, aplicadas às plataformas digitais no setor público, poderão influenciar a relação de proximidade entre o cidadão e as entidades do setor público, provocando um acesso e um contacto mais próximos, bem como uma maior interação entre as duas partes. Tendo em foco essa relação, o presente trabalho académico pretende analisar de que forma a implementação de redes sociais e da respetiva estratégia de marketing de conteúdo maximiza a comunicação do Instituto dos Registos e do Notariado, melhora a experiência do cidadão com a instituição e de que forma contribui para o relacionamento dos serviços públicos com o cidadão.
The great development of information and communication technologies and the respective evolution of the Internet have generated great changes in modern societies and in the respective behaviour of citizens. More and more the use of the Internet, social networks, mobile applications and other communication formats are present every day , every second in the lives of billions of people, and these tools, nowadays, have already become essential in the daily life of companies and in their communication with customers. Based on this reality, it becomes mandatory for the public sector to adapt its activity to this digital age. In recent years there has been a demand for the modernization of the public sector, the adaptation and integration of digital technologies and the monitoring of changes in consumer behaviour as a way to achieve a better relationship and more effective communication with the citizens. The adaptation to this new reality and the use of digital marketing tools, applied to public sector digital platforms may influence the close relationship between the citizens and public sector organizations, leading to closer access and contact, as well as greater interaction between the two parties. Focusing on this relationship, this academic work focuses on how the implementation of social networks and their content marketing strategy maximizes IRN communication, improves the citizen's experience with the brand and how it contributes to the relationship between public services and the citizens
The great development of information and communication technologies and the respective evolution of the Internet have generated great changes in modern societies and in the respective behaviour of citizens. More and more the use of the Internet, social networks, mobile applications and other communication formats are present every day , every second in the lives of billions of people, and these tools, nowadays, have already become essential in the daily life of companies and in their communication with customers. Based on this reality, it becomes mandatory for the public sector to adapt its activity to this digital age. In recent years there has been a demand for the modernization of the public sector, the adaptation and integration of digital technologies and the monitoring of changes in consumer behaviour as a way to achieve a better relationship and more effective communication with the citizens. The adaptation to this new reality and the use of digital marketing tools, applied to public sector digital platforms may influence the close relationship between the citizens and public sector organizations, leading to closer access and contact, as well as greater interaction between the two parties. Focusing on this relationship, this academic work focuses on how the implementation of social networks and their content marketing strategy maximizes IRN communication, improves the citizen's experience with the brand and how it contributes to the relationship between public services and the citizens
Description
Keywords
Marketing de Conteúdo Redes sociais E-Government Comunicação