Divulgar, comunicar e vender
: estudo de caso Shortcut

  • João Luís Navarro Gonçalves de Sousa Pereira (Student)

Student thesis: Master's Thesis

Abstract

Nowadays, the communication efficiency for social networks is a factor with heavy growth in companies. However, the use of this communication channel in companies operating in B2B markets has not been studied as strongly as in B2C companies. Thus, this dissertation, in addition to analyzing what already exists in the literature on the topic in question, aims to complement it with the practical part of the curricular internship at Shortcut, a consulting and information technology services company. The literature review had, as its starting point, the existing strategies to improve the presence in social networks. Thus, it was determined that it’s necessary to define objectives for social networks, analyze the situation of competitors on these platforms, select consumer segments, produce specific content, as well as metrics for analyzing results. It was concluded that strategies should be cyclical, that is, they should implement and analyze their metrics to perceive what creates better effects, eliminating strategies with negative results, and improving the others. The conclusions drawn from the literature review were applied during the internship period to understand their effects in real context. It was possible to verify that informational contents obtained, as exposed in the literature, a greater interaction and reach of social network users than the entertainment contents in the B2B market.
Date of Award12 May 2017
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorSusana Silva (Supervisor)

Keywords

  • Social media
  • Social network
  • Facebook
  • Linkedin
  • B2B

Designation

  • Mestrado em Marketing

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