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A Comunicação nas Redes Sociais como Ferramenta de Envolvimento: Estudo de Caso "Casa360" da MediaCenter
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Abstract(s)
O presente relatório de estágio foi desenvolvido no âmbito da unidade curricular
Projeto-Estágio do Mestrado em Comunicação Aplicada e descreve a experiência vivida
durante o estágio curricular realizado na empresa MediaCenter, entre novembro de
2024 e março de 2025. O estágio teve como principal objetivo a criação da presença
online da marca Casa360, considerando como estudo de caso a própria marca.
A componente de investigação deste relatório foca-se na análise da interação
nas redes sociais da marca Casa360, identificando os fatores que impactam o alcance
e as interações nas suas publicações, bem como a sugestão de estratégias que possam
aumentar o envolvimento nas redes sociais.
A metodologia utilizada para esta investigação foi a abordagem quantitativa,
através de um inquérito por questionário online com perguntas abertas e fechadas. Este
inquérito permitiu a recolha de dados de 153 inquiridos, com o objetivo de compreender
os hábitos, preferências e motivações do potencial público da Casa360, relativamente
ao consumo de conteúdos nas redes sociais. Os dados quantitativos foram analisados
no Microsoft Excel, por meio de estatística descritiva, enquanto as respostas “abertas”
foram organizadas e interpretadas por categorias.
Durante o estágio na MediaCenter, participei de forma ativa na criação da
presença digital da Casa360, tendo realizado diversas tarefas relacionadas com a
definição da identidade da marca nas redes sociais. Estive responsável pelo
planeamento de conteúdos, criação de publicações e monitorização do desempenho
das mesmas. Esta responsabilidade permitiu-me adquirir novos conhecimentos na área
do marketing digital e compreender os desafios que é posicionar uma marca no
ambiente online.
This internship report was developed as part of the curricular unit ProjectInternship of the Master's Degree in Applied Communication and describes the experience lived during the curricular internship carried out at the company MediaCenter, between November 2024 and March 2025. The main objective of the internship was to create the online presence of the Casa360 brand, considering the brand itself as a case study. The research component of this report focuses on the analysis of interaction on the Casa360 brand's social networks, taking into account identifying the factors that impact the reach and interactions in its publications, as well as suggesting strategies that can increase engagement on social networks. The methodology used for this research was a quantitative approach, using an online questionnaire survey with open and closed questions. This survey enabled data to be collected from 153 respondents, with the aim of understanding the habits, preferences and motivations of Casa360's potential audience in relation to the consumption of content on social networks. The quantitative data was analyzed in Microsoft Excel using descriptive statistics, while the “open” answers were organized and interpreted by category. During my internship at MediaCenter, I had the opportunity to actively participate in the creation of Casa360's digital presence, having carried out various tasks related to defining the brand's identity on social networks. I was responsible for planning content, creating posts and monitoring their performance. This responsibility allowed me to acquire new knowledge in the area of digital marketing and understand the challenges of positioning a brand in the online environment.
This internship report was developed as part of the curricular unit ProjectInternship of the Master's Degree in Applied Communication and describes the experience lived during the curricular internship carried out at the company MediaCenter, between November 2024 and March 2025. The main objective of the internship was to create the online presence of the Casa360 brand, considering the brand itself as a case study. The research component of this report focuses on the analysis of interaction on the Casa360 brand's social networks, taking into account identifying the factors that impact the reach and interactions in its publications, as well as suggesting strategies that can increase engagement on social networks. The methodology used for this research was a quantitative approach, using an online questionnaire survey with open and closed questions. This survey enabled data to be collected from 153 respondents, with the aim of understanding the habits, preferences and motivations of Casa360's potential audience in relation to the consumption of content on social networks. The quantitative data was analyzed in Microsoft Excel using descriptive statistics, while the “open” answers were organized and interpreted by category. During my internship at MediaCenter, I had the opportunity to actively participate in the creation of Casa360's digital presence, having carried out various tasks related to defining the brand's identity on social networks. I was responsible for planning content, creating posts and monitoring their performance. This responsibility allowed me to acquire new knowledge in the area of digital marketing and understand the challenges of positioning a brand in the online environment.
Description
Keywords
Marketing Digital Redes Sociais Estratégias de Marketing Digital Marketing de Conteúdo Digital Marketing Social medi Digital Marketing Strategies Content Marketing
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CC License
Without CC licence