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Abstract(s)
Atualmente, dá-se cada vez mais importância à relação que uma determinada marca ou organização cria com a sociedade. Com o aparecimento das redes sociais, a construção dessa relação tornou-se uma ferramenta de comunicação mais importante e mais especializada. A este tipo de comunicação dá-se o nome de Comunicação Estratégica, pois é através dela que tudo é pensado ao pormenor, a nível interno e externo, com a finalidade de satisfazer as necessidades globais da sociedade.
Neste âmbito, o presente trabalho, tem como finalidade responder à seguinte questão de partida: “Como aumentar o diálogo entre a autarquia de Viseu e munícipes na rede social Facebook?”. O objetivo principal desta investigação consiste em avaliar e identificar o impacto desta rede social da Câmara Municipal de Viseu no relacionamento com o cidadão.
Com o propósito de responder ao que foi elencado anteriormente, a metodologia utilizada para a realização deste estudo foi o estudo de caso da Câmara Municipal de Viseu, por meio da análise da rede social Facebook deste município durante três meses, e da realização de um questionário.
Os resultados obtidos através desta investigação revelam que um dos pontos chave para que haja uma boa Comunicação Estratégica é conhecer o público. Isto consiste em saber o que gostam mais de ver publicado, quais os dias e horas que possibilitam um maior alcance ao nível de visualizações e divulgação e também publicar assuntos da atualidade de forma inovadora e criativa.
Nowadays, more and more importance is attached to the relationship that a particular brand or organization creates with society. With the emergence of social networks, the construction of this relationship has become a more important and more specialized communication tool. This type of communication is called Strategic Communication, because it is through it that everything is thought out in detail, internally and externally, in order to meet global needs of the community. In this context, this paper aims to answer the following question: "How to increase the dialogue between the municipality of Viseu and citizens in the social network Facebook?". The main objective of this research is to evaluate and identify the impact of this social network of the Municipal Council of Viseu in relationship with the citizens. In order to respond to what was previously mentioned, the methodology used to carry out this study was the case study of the Municipal Council of Viseu, through the analysis of the social network Facebook of this municipality for three months, and the completion of a questionnaire . The results obtained through this investigation reveal that one of the key points for good Strategic Communication is to know the public. This consists of knowing what they like most to see published, what days and hours allow for greater reach concerning and dissemination, and also publish current affairs in an innovative and creative way
Nowadays, more and more importance is attached to the relationship that a particular brand or organization creates with society. With the emergence of social networks, the construction of this relationship has become a more important and more specialized communication tool. This type of communication is called Strategic Communication, because it is through it that everything is thought out in detail, internally and externally, in order to meet global needs of the community. In this context, this paper aims to answer the following question: "How to increase the dialogue between the municipality of Viseu and citizens in the social network Facebook?". The main objective of this research is to evaluate and identify the impact of this social network of the Municipal Council of Viseu in relationship with the citizens. In order to respond to what was previously mentioned, the methodology used to carry out this study was the case study of the Municipal Council of Viseu, through the analysis of the social network Facebook of this municipality for three months, and the completion of a questionnaire . The results obtained through this investigation reveal that one of the key points for good Strategic Communication is to know the public. This consists of knowing what they like most to see published, what days and hours allow for greater reach concerning and dissemination, and also publish current affairs in an innovative and creative way
Description
Keywords
Comunicação Estratégica Comunicação Digital Redes Sociais Facebook Câmara Municipal de Viseu Strategic Communication Digital Communication Social Networks Facebook City Council of Viseu