Da utilização à gestão do social media
: quadro sistémico para a avaliação do social media em pequenas empresas

  • António Saavedra Ribeiro Limpo de Faria (Student)

Student thesis: Master's Thesis

Abstract

Generally given the growing interest in online social media, and for marketing through social network sites (SNS) particularly, which allowed smaller companies with fewer financial and human resources, have to be closer to its customers, it’s pertinent to know “how small organizations adopt social platforms and metrics used for monitoring?”. The study attempts to analyze some dimensions of social media as the main platform, strategy, available tools, and key metrics for monitoring and measurement. Also try to understand what the main motivations of the companies to be in these social platforms as well as what the main objectives and benefits they hope to achieve from its use, highlighted either in literature or by professionals ang organizations. This study focuses also the existence of paid and their metrics campaings. To answer de research question were interviewed two service organizations, Clínica Médica da Foz and Clube Fluvial Portuense. The methodology used to answer the research questions was used as data collections instrument, semi-structured interview. The literature review sought to identify metrics and evaluations models for the adoption of social media by companies. The main results highlight the importance given to social media goals. In Clínica Médica da Foz highlight the recognition/brand awareness, while at Clube Fluvial Portuense consider engagement with the consumer as the most relevant. As well as the importance given to monitoring tools like Facebook Insights, by both organizations. Also noteworthy is the creation of a performance framework of both organizations in social media, and also the construction of a table of key metrics and goals for digital social media in companies.
Date of Award19 Sept 2016
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorAntónio Andrade (Supervisor)

Keywords

  • Social media
  • Social network sites

Designation

  • Mestrado em Gestão de Serviços

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