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Abstract(s)
O avanço das inovações tecnológicas, nomeadamente o crescimento da Internet, veio alterar o paradigma comunicacional das empresas e dos negócios. As organizações que viram-se impelidas a migrar para o meio digital, o que permitiu realizar diversas melhorias nos seus processos e resultados: desde a agilidade e rapidez no contato com clientes e fornecedores à maior projeção no mercado. Através das redes sociais – que se assumem cada vez mais como canais privilegiados de comunicação com os clientes-, as empresas e os próprios negócios conseguem estar mais perto dos seus públicos, estabelecendo, assim, relações diretas, de familiaridade e de proximidade. Cada vez mais as organizações assumem a necessidade de apostar na implementação de planos estratégicos comunicacionais no mundo digital como crucial para o seu desenvolvimento e para a sua sobrevivência no mercado. Assim, partindo da revisão da literatura sobre comunicação estratégica, comunicação digital, redes sociais e marketing digital e da análise de dados recolhidos durante um estágio curricular na empresa Red Ocean, realizado entre os meses de janeiro e maio de 2021, o objetivo primordial desta investigação foi analisar o papel da comunicação digital na dinamização das empresas e avaliar, em particular, a estratégia comunicacional da entidade acolhedora nas sua redes sociais. Da revisão teórica realizada, pode concluir-se que a comunicação digital se configura cada vez mais como um padrão de comunicação predominante no seio das empresas. Já o estudo realizado em contexto de estágio aponta para um planeamento e gestão das suas redes sociais pouco desenvolvidos.
The recent technological breakthroughs, mainly focusing on the internet, forever changed the business communication model. It is an intrinsic aspect of the modern world. The internet, specifically, had a key role in countless transformations in society itself. As part of these changes, business corporations increasingly shifted to the digital sphere, reviewing and improving their processes and results – whether faster and more resourceful reach to customers and suppliers or a bigger broadcast on the market. Through social media – increasingly seen as the main communication channel to customers – companies reach their target demographics more efficiently, setting closer, more familiar connections. Corporations are more focused in developing their communication strategies in the digital canvas, painstakingly aware that this is key element of their survival in the new market. Starting with various literature on strategic communication, social media, digital marketing and the review of data collected during an internship at Red Ocean (from January to May 2021), this investigation aims to reflect on the role of digital communication in boosting companies’ relevance and evaluate, in particular, the communicational strategy of the internship entity in its social networks. From the theoretical review carried out, it can be concluded that digital communication is increasingly configured as a predominant communication pattern within companies. The study carried out in an internship context, on the other hand, points to an underdeveloped planning and management of their social networks.
The recent technological breakthroughs, mainly focusing on the internet, forever changed the business communication model. It is an intrinsic aspect of the modern world. The internet, specifically, had a key role in countless transformations in society itself. As part of these changes, business corporations increasingly shifted to the digital sphere, reviewing and improving their processes and results – whether faster and more resourceful reach to customers and suppliers or a bigger broadcast on the market. Through social media – increasingly seen as the main communication channel to customers – companies reach their target demographics more efficiently, setting closer, more familiar connections. Corporations are more focused in developing their communication strategies in the digital canvas, painstakingly aware that this is key element of their survival in the new market. Starting with various literature on strategic communication, social media, digital marketing and the review of data collected during an internship at Red Ocean (from January to May 2021), this investigation aims to reflect on the role of digital communication in boosting companies’ relevance and evaluate, in particular, the communicational strategy of the internship entity in its social networks. From the theoretical review carried out, it can be concluded that digital communication is increasingly configured as a predominant communication pattern within companies. The study carried out in an internship context, on the other hand, points to an underdeveloped planning and management of their social networks.
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Keywords
Comunicação Estratégica Comunicação Digital Redes Sociais Marketing Digital RedOcean Strategic Communication Digital Communication Social Networks Digital Marketing