Comunicar para vencer
: o caso da shortcut

  • Bruno Miguel Silva Abrantes (Student)

Student thesis: Master's Thesis


Social Media emerges at the beginning of the twenty first century. This arrival challenges the traditional way of communicating. Due to its interactive nature and multiple functionalities, it allows companies/brands to communicate with consumers in what is, nowadays, a conversation and not a one-sided message. As these new tools become more relevant, doubts have emerged on how to use these tools effectively, specially concerning companies that work in B2B environment. The goal of this thesis is to provide a solution for a problem raised by Shortcut. Shortcut is a software development and outsourcing company that intended to develop a social media communication strategy. With this in mind, an internship program was created which allowed for gathering of information to access and analyze the company’s communication reality. In parallel a theoretical framework was developed in order to discover the social media communication state of the art. After extensive analysis of the data collected, and with the organization’s collaboration, a plan of action was defined. The aim of this plan was to implement structural changes in social media management in a short to medium term basis. As a result, the best practices in social media management were discovered and changes were implemented not only in the presentation of the company’s image but also in the type of information shared via social networks such as Facebook and LinkedIn. It was also created an initiative named Social Media Dashboard that represents a set of good practices, with the goal of guiding and facilitating the work of the people responsible for managing this mean of communication, from the present to the future.
Date of Award2015
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorCarla Martins (Co-Supervisor) & João Luís Andrade Serra Moreira de Campos (Supervisor)


  • Communication
  • Social networking sites


  • Mestrado em Marketing

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