Como é que uma marca de ensino superior pode tirar partido das redes sociais na sua estratégia de comunicação interna

: estudo de caso Católica Porto

Abstract

In the present work, we investigate how a corporate brand can benefit from a social network in the development of its internal communication strategy. Our research plan involves a case study of the Universidade Católica Porto and a qualitative analysis of the collected data. We conducted a literature review and a documental analysis in order to obtain auxiliary support documents, whereas for the main data we resorted to semistructured interviews of Católica Porto employees. We also conducted content analysis as a means to understand raw data. The results obtained suggest that, in comparison to its competitors, Católica Porto is still at an early Web 1.0 stage, not taking benefit from the interactivity and potential customization of its internal communication. Social networks are indeed used but only for external communication. In sharp contrast, the University at Buffalo in New York has a private social network on Ning so as to duly exploit its corporate communication strategy. In general, social networks are perceived as value added to the sampled employees of Católica Porto, allowing professors and researchers alike to share their research work, build partnerships or work in multidisciplinary projects. Those who show reluctance seem to be unaware of the functioning of a professional social network. Some limitations arise by employing a qualitative methodology, namely the internal validity of the interpretation and conclusion of results. This derives from the fact that the researcher is an actor in the investigation and also due to the fact that his own values and beliefs might have influenced the outcome of the interviews. It is also impossible to extrapolate results and induce generalizations from a single case study. We believe that this research presents important benefits, both from an academic standpoint (several research domains were involved) and from an organizational perspective (allows for the strengthening of the Católica Porto corporate brand by providing a better response to the challenges of their sector and overcoming their own limitations in internal communication and also increasing the satisfaction of the personnel). The main contribution of this work lies with its exhaustive strategic plan, paving the way to the implementation of an internal/private corporate social network.

Date of Award	8 Mar 2013
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Joana Machado (Supervisor)