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Publication
Redes Sociais: otimização da estratégia digital do Jornal "A Bola"
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 7.23 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O presente trabalho tem como objetivo apresentar o Estágio Curricular desenvolvido no Jornal “A BOLA, a fim de se obter o grau de Mestre em Marketing Digital, pela Universidade Europeia. Os jornais, de uma forma geral, têm como objetivo informar os leitores sobre temas que estejam a dominar a atualidade. De uma forma mais específica, os jornais desportivos têm como função partilhar notícias ao seu público sobre o mundo desportivo, quer nacional, quer internacional.
No caso do jornal "A Bola", a sua principal fonte de receita passa exatamente pela venda de jornais. Existem ainda outras fontes de receita que contribuem para o crescimento da empresa. São elas a publicidade online no site, a venda da edição digital do jornal, a venda de caricaturas, a venda de livros relacionados com os principais clubes a atuar a nível nacional (Sport Lisboa e Benfica, Sporting Clube de Portugal e Futebol Clube do Porto), a publicidade que podemos observar no canal televisivo A BOLA TV e até mesmo a venda de alguns direitos televisivos deste mesmo canal, como é o caso de jogos de futsal, que, muitas vezes, têm a transmissão em direto e exclusivo no canal. A publicidade online no site é feita através da métrica custo por clique, ou seja, cada vez que um utilizador visita o website do jornal "A Bola" (www.abola.pt) e carrega num anúncio, a empresa lucra com esse tal clique.
Foi com base na paixão pelo desporto, com um especial destaque para o mundo do futebol, que o estagiário optou/teve a oportunidade de estagiar neste prestigiada empresa, através de uma candidatura espontânea e consequente entrevista, na qual foi aceite para desempenhar as funções de estagiário em Marketing Digital, mais especificamente na área das redes sociais, integrando o departamento de Marketing. Neste documento, enquadram-se todas as áreas estudadas assim como as principais funções desempenhadas. Foram elaboradas, de uma forma formal, sugestões de melhoria na área das redes sociais do jornal "A Bola", que vão ser abordadas ao longo do documento.
The work presented has as an objective to introduce the Curricular Internship carried out at “Jornal, A BOLA” submitted in partial fulfillment of the Master’s Degree in Digital Marketing offered by Universidade Europeia. Newspapers in a general manner, have as an objective to inform the readers about themes and news that are currently in the publics domain. In a more specific and tailored approach, sports newspapers serve a function of sharing the news within the sporting community, whether they are national or international. In the case of “Jornal, A BOLA”, Their primary source of revenue is done primarily through the selling of their newspaper. There are still other sources of revenue that contribute to the growth of the company. These are: the publicity on their online platform, the sales of their online newspaper, the sales of caricatures, the sales of books related to the main sports clubs acting on a national level (Sport Lisboa Benfica, Sporting Clube de Portugal and Futebol Clube do Porto), the publicity we can observe on the Newspapers televised program “A BOLA TV” and even the sales of some of the televised rights of the channel, which is the case with “futsal” which many times have their transmission live and exclusively on their channel. The online publicity on the website (www.abola.pt) is done through a pay-per-click metrics, meaning that with every click on publicity a user does whilst on the website is generating monetary profit. It was with a keen interest and passion for sports, with a special highlight in the world of Football that the intern chose/had the option to carry out this internship at this prestigious company, with a spontaneous application and consequently an interview, in which there was an acceptance for the internship in Digital Marketing, specifically in the area of social media within the Marketing Department. Within this document, all areas studied have been address and related just as the primary functions carried out at the company. Within this paper the better use social media of “Jornal, A BOLA” have been discussed, highlighting both the problems and the solutions.
The work presented has as an objective to introduce the Curricular Internship carried out at “Jornal, A BOLA” submitted in partial fulfillment of the Master’s Degree in Digital Marketing offered by Universidade Europeia. Newspapers in a general manner, have as an objective to inform the readers about themes and news that are currently in the publics domain. In a more specific and tailored approach, sports newspapers serve a function of sharing the news within the sporting community, whether they are national or international. In the case of “Jornal, A BOLA”, Their primary source of revenue is done primarily through the selling of their newspaper. There are still other sources of revenue that contribute to the growth of the company. These are: the publicity on their online platform, the sales of their online newspaper, the sales of caricatures, the sales of books related to the main sports clubs acting on a national level (Sport Lisboa Benfica, Sporting Clube de Portugal and Futebol Clube do Porto), the publicity we can observe on the Newspapers televised program “A BOLA TV” and even the sales of some of the televised rights of the channel, which is the case with “futsal” which many times have their transmission live and exclusively on their channel. The online publicity on the website (www.abola.pt) is done through a pay-per-click metrics, meaning that with every click on publicity a user does whilst on the website is generating monetary profit. It was with a keen interest and passion for sports, with a special highlight in the world of Football that the intern chose/had the option to carry out this internship at this prestigious company, with a spontaneous application and consequently an interview, in which there was an acceptance for the internship in Digital Marketing, specifically in the area of social media within the Marketing Department. Within this document, all areas studied have been address and related just as the primary functions carried out at the company. Within this paper the better use social media of “Jornal, A BOLA” have been discussed, highlighting both the problems and the solutions.
Description
Keywords
Jornal "A Bola" Marketing Digital Redes sociais