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Publication
Comunicação de serviços de online gambling em social media
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 3.01 MB | Adobe PDF |
Advisor(s)
Abstract(s)
As plataformas de social media vieram tomar um papel relevante na forma como os indivíduos se comportam e se relacionam nos meios virtuais, dotando estas de diversas funcionalidades de interação, hoje são o palco da comunicação, seja esta interpessoal ou de cariz empresarial.
À medida que estas evoluem e se dissipam, surge a dúvida de como é que as empresas em ambientes B2B poderão tirar proveito de forma eficaz destas plataformas, interagindo de forma coesa com os seus públicos.
Este estudo tem como principal objetivo dar resposta ao problema identificado no período de estágio realizado na empresa eGamingServices, nomeadamente a falta de interação por parte dos cibernautas, aos conteúdos partilhados na plataforma Facebook pelos demais clientes da EGS. Surge deste problema a necessidade de identificar qual a melhor forma de comunicação na rede social Facebook, tendo em consideração o segmento em que a empresa opera. Foi realizado um enquadramento teórico que permitiu desvendar o estado de arte dos social media, para que posteriormente se implementa-se uma alteração na comunicação da empresa através do método Action-Research, onde foi possível interagir no terreno a partir de diversas ações de forma a contornar a problemática assinalada, entre elas a conceção de personas e targets, a realização de campanhas de Facebook Ads bem como o planeamento estratégico de publicações em grupos de especialidade no Facebook.
Após diagnosticadas as estratégias de social media da EGS e a consecutiva finalização do plano operacional, surtiram resultados positivos ao nível da presença dos clientes na plataforma Facebook, na medida em que foi possível constatar um aumento significativo do número de seguidores, da quantidade de interações nas páginas e do número de indivíduos alcançados perante as publicações estrategicamente planeadas. Já em termos de conteúdo partilhado este foi repensado mediante o sugerido pelo estagiário.
The social media platforms have come to play a relevant role in the way individuals behave and relate in a virtual environment, providing them with several functionalities of interaction, today they are the stage of communication, be it interpersonal or entrepreneurial. As these evolve and dissipate, the question arises as to how companies in B2B environments can effectively take advantage of these platforms, interacting in a cohesive way with their publics. This study has as main objective to respond to the problem identified during the internship period at the eGamingServices company, namely the lack of interaction on the part of the netizens, the content shared in the Facebook platform by the other EGS clients. The problem arises from the need to identify the best form of communication on the social network Facebook, taking into account the segment in which the company operates. A theoretical framework was developed that allowed to unveil the state of art of social media, so that a change in the communication of the company through the Action-Research method was implemented, where it was possible to interact on the ground through various actions in order to circumvent the problematic mentioned, among them the design of personas and targets, the realization of campaigns of Facebook Ads as well as the strategic planning of posts in groups of specialty in Facebook. After diagnosing the EGS’s social media strategies and the consecutive finalization of the operational plan, there were positive results in terms of the customer’s presence in the Facebook platform, as it was possible to verify a significant increase in the number of followers, the number of interactions in the pages and the number of individuals reached has the posts were strategically planned. In terms of shared content it was rethought by the company according to the trainee’s suggestion.
The social media platforms have come to play a relevant role in the way individuals behave and relate in a virtual environment, providing them with several functionalities of interaction, today they are the stage of communication, be it interpersonal or entrepreneurial. As these evolve and dissipate, the question arises as to how companies in B2B environments can effectively take advantage of these platforms, interacting in a cohesive way with their publics. This study has as main objective to respond to the problem identified during the internship period at the eGamingServices company, namely the lack of interaction on the part of the netizens, the content shared in the Facebook platform by the other EGS clients. The problem arises from the need to identify the best form of communication on the social network Facebook, taking into account the segment in which the company operates. A theoretical framework was developed that allowed to unveil the state of art of social media, so that a change in the communication of the company through the Action-Research method was implemented, where it was possible to interact on the ground through various actions in order to circumvent the problematic mentioned, among them the design of personas and targets, the realization of campaigns of Facebook Ads as well as the strategic planning of posts in groups of specialty in Facebook. After diagnosing the EGS’s social media strategies and the consecutive finalization of the operational plan, there were positive results in terms of the customer’s presence in the Facebook platform, as it was possible to verify a significant increase in the number of followers, the number of interactions in the pages and the number of individuals reached has the posts were strategically planned. In terms of shared content it was rethought by the company according to the trainee’s suggestion.
Description
Keywords
Redes Sociais Facebook Marketing Digital Apostas Online Plataformas de Redes Sociais