Estádios de exploração organizacional dos media sociais

  • Ana Catarina de Sousa Braz (Student)

Student thesis: Master's Thesis


With technological evolution come new opportunities and challenges. In specific information and communication technologies had changed the way people communicate which generated new ways of interaction between companies and their target. Today, these interactions assume different forms, resources and technological platforms as tweets in Twitter, status updates in Facebook, videos in Youtube, etc. In order to have success communicating with their target, all these changes have specifications that companies have to monitor, understand and adapt to. Here we find a problem which is the complexity of managing the presence in multiple platforms to specific targets and this investigation looks for to contribute to solve this problem. Inspired in the case study methodology and using the method of document analysis, was produced a descriptive and exploratory study that was materialized in a support framework to manage the presence in social media by companies. By identifying different evolution stages the framework seeks to make easy the online presence management. In this investigation have been identified four levels to seven central dimensions of communication – presence, relationships, reputation, groups, conversations, sharing and identity – that have an important impact in social media. Hence, it is not only important for companies to know how to be present in social digital platforms, as well as to know how to measure their participation and to use tools available in the digital environment. In this way, the presented framework looks for to also support companies with tools that can be used in each evolutional stage, as well as metrics that will allow them to know if the goals set are being achieved.
Date of Award2015
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorAntónio Andrade (Supervisor)


  • Social media
  • Communication
  • Management


  • Mestrado em Gestão de Serviços

Cite this