Risco-benefício do uso das redes sociais para a promoção de uma empresa

Abstract

The telecommunications boom we are experiencing nowadays is characterized by the generalized use of social networks, either for personal or professional reasons. In the year 2010, the usage of social networks with the purpose of increasing brand awareness increased exponentially. It is estimated that in 2011 the usage of this new media will increase even more. Therefore, it seemed relevant to me to develop a study in order to understand the risks and benefits for a brand to promote itself on Facebook. I have chosen the mobile telecom Portuguese sector, focusing on the youth segment – Vodafone Yorn, Optimus Tag, TMN Moche – since mobile has had a particularly important role on the expansion of the access to social network. In order to achieve the goal that I have set up for my thesis, I have developed a Case Study with the analysis of how brands communicate and promote themselves within the Facebook platform – which corresponds to non-paid advertising - between September and December 2010. The main challenge of my work has to do with the complexity of understanding how brands can generate interactive and appealing content for the consumers. Also, it is important to understand the brand’s ability of attracting the public so that they become fans of a certain brand and make it know within their friends, creating a viral effect. In order for this to happen, the brand will have to understand the new communication means and use the tools they have access in order to respond to their clients’ demands, interacting with them and creating value. The results show that the three brands use Facebook effectively, increasing both value creation and brand awareness.

Date of Award	2011
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	António Andrade (Supervisor)