Relações públicas 2.0: um olhar sobre o twitter corporativo

This project analyses in theory the transformations that have occurred in the information society in the range of the organizational communication, developing the internet historical trajectory as a technology of transformation. We highlight the cyber culture study as a cultural expression that emerges with the current society needs, observed by an optic that focuses on digital communication, emphasizing the digital environment as a space for information trade, in the interior premise of communication: the relationship. The organizations will be approached in the project through a channel for communication, in the digital range, besides the traditional forms. In regards to the enterprises we will study in depth the consumer of this society of consumerism, with a special look at the generation Y, deeply inserted in this virtual context, describing the current type of consumption, mainly the relations of consumption with the social medias. After this transforming process in which individuals are inserted in the digital environment we intend to focus in the corporate digital communication, analyzing the organizational digital communication in the contemporary society. We emphasize the theories of Public Relations, one of the main activities, able to do planning, to put together and execute the strategies that will be used in the social medias as a form of corporate digital communication. We explicit Twitter as a tool of the corporate digital communication, because it reaffirms the theories described throughout the research as one of the most essential social media to turn loyal the relationship between the consumer and the organization in real time, as an example is the organization “camisetaria” that became a success case in the social medias; we detail the participation of the company on Twitter and the reach of this network through it’s strategies in the corporate digital communication

O twitter enquanto ferramenta de Relações Públicas para construir relacionamento: um estudo multicasos

Technological development in the IT and telecommunications sectors have transformed the way organizations communicate with their audiences. Social Media allow the exchange of information instantaneously, in a communication from many to many. With few studies in the area, many companies venture into the social media without a strategy and a generally end up denigrating their image itself. Thus, this study was conceived from the idea of contributing, analytically, based on the main concepts of Public Relations so the organizations effectively take advantage of their online presence to generate relationships, more specifically, on Twitter.Twitter is a social media with a mature public, requiring dynamics of information and quick answers, based on dialogue, referring to the idea of text messages (SMS). To better expose the results of this research, three organizations with expertise in twitter were chosen: Bradesco , Positivo Informática and Ponto Frio. The choice of case studies was based on the different segments that each one operates and that they are large companies with reputable commercial operations in the Brazilian scenario. To analyze their profiles, several authors were studied, like Fábio França, Maria Aparecida Ferrari, Margarida Kunsch e Marlene Machiori.The intent of the analysis of the Twitter profiles of these organizations is to understand whether they are using strategies for creating and maintaining relationships with your followers and how this occurs from specific categories, as other companies have committed serious errors and impairing their business because of mismanagement in social media. Therefore, the profiles were analyzed from the netnográfica methodology. As a result, it was observed that organizations have not yet developed the character of relationships in social media , treating this channel as another advertising channel It was observed that Positivo Informática has no specific strategy for Twitter...

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Eu posto, tu compartilhas, ele curte: relações Públicas para as novas redes de influência nas mídias sociais

The web has emerged as an important media. For the first time, people are highly connected, and users start to have lots of possibilities for expression and collaboration. Internet users contribute more and more to influence the preferences of your contact network. Organizations are beginning to discover that the power of influence networks is becoming more efficient than traditional marketing: people believe in what other people say, peers believe in peers. There is a new actor who builds preferences, who is constantly active in communication: the customer who narrates, on social networks, his experiences with a product, and makes his contacts become loyal customers or the most ardent critics of an organization. Transforming followers into disseminators is one of the biggest challenges of organizations in social media. Because of this, more and more companies have to plan communication strategies based in what customers think, desire, understand and discuss in these new places

Comunicação Organizacional e Mídias Sociais: o uso das redes sociais nas estratégias de comunicação

The growing concern of experts in organizational communication with appropriate business relationships with its various stakeholders through digital platforms causes an upgrowth on the number of studies on the topic of social media. The social network communication receives analysis in different approaches, ranging from behavioral changes to the instrumentalization of these tools for marketing, relationship and information exchange. The objective of this monograph is to make an exploratory study that relates to organizational communication and social media, and discuss how the theories can contribute to the optimization of communication mediated by specific platforms that bring with them opportunities for interaction and relationship in the digital environment

Comunicação organizacional na ambiência da internet: um estudo sobre a atuação de três empresas de médio a grande porte de Bauru

This study aims to examine the changes occurring in organizational communication activities with the arrival of the Internet. The intention is to know how companies and their communication professionals have adapted to it and how they are making use of new digital technologies, especially social media. The study also allows know what strategies they are using to reach your target audience on the Internet, including those targeting mobile devices. For this, a survey was conducted with medium to large companies in Bauru (state of São Paulo), to see how it are acting in the online environment and what its perception regarding their image, visibility and positioning on Web

Relações Públicas e as ferramentas de análise das Mídias Sociais: uma parceria de sucesso

This paper aims to analyze the social media monitoring as a specific instrument of Public Relations. Indeed, in the current context this is the most suitable professional to establish the relationship between organizations and their online audiences. Its function is to be manager of communications, mediating and instituting relationships, caring image and reputation of the organization and conducting strategic planning. This case study sought to monitor the Virada Cultural de Bauru through social media's own audience. For this purpose, two types of free tools - Socialmention and Topsy - sustained the diagnosis that turned data into information to be used by this professional communication. The balance shows the power of social media and how they are able to reflect the wishes of consumers, providing often the necessary tools for an efficient communication

A análise de redes sociais despontando como uma nova atividade do profissional de Relações Públicas

The current rise of the Internet has allowed distances being shortened more and more-creating virtual communities with the most different people, discussing and debating opinions about their environments, what they consume or what they do. Social media has put the people and, consequently, organizations gradually changing their positions about the environment in which they are inserted. Organizations are forced to adapt to new media-always attentive to what people are saying about them. The objective of this project is to give the Public Relations the activity to analyze what is going on in these social networks, always ahead of the organization, posing as a mediator of public opinion between social networks and the organization

Relações públicas estratégicas: o uso de mídias sociais para obtenção de resultados no gabinete nacional da ordem Demolay 2011/2012

This monograph covers the issues related to the understanding of the new organization's cenary of the globalized society, computerized, which was reflected even within organizations. In this sense, we present a reflection on the theme of segmentation of audiences, especially based on the proposition of France (2008), regarded as important within the professional activities of Public Relations. Issues related to information technology, particularly the history of the internet and social media are presented as a reflection of this new company and also as strategic tools for the establishment of a fruitful relationship with the public organizations. All topics presented will support the monograph's study objects, presenting the Brazilian DeMolay Order, focusing on the challenges faced by the management of the National Bureau 2011/2012, that through integrated actions of communication and relationships, especially the virtual environment, resulted in the growth participant's numbers in the activities proposed by the national administration

Relações públicas aplicadas à comunicação pública digital: conceitos, práticas e recomendações

The increasing amount of information about public management conveyed by government electronic portals in the internet has attracted the attention of scientific research, which has resulted in reviews of the contribution of such channels of public communication for the expansion of citizenship. It is the duty of the government to inform citizens effectively as well as using effective language to deal with different ways of relating with each public. Based on data collected in the official social media of state government during search for Scientific Initiation PIBIC/CNPq entitled “Digital Democracy and Social Networks: Analysis of Use of Internet by the Government of State of Sao Paulo” and official strategic manuals of the first industry this work of course completion has analyzed practices and recommendations of the area to contribute to the development of strategies of public communication

Comunicação digital, relações públicas e gestão de marcas: Interatividade e relacionamento como ferramentas de branding

This paper aims to present the contribution of Public Relations in the process of branding, using digital communication as a tool for interaction with the public, and through strategic management, building and maintaining strong and lasting relationships with consumers, resulting in building bonds of sympathy, identification, and networks engaged and loyal consumers to brands. Therefore, were performed bibliographical research covering topics such as information society, network society, the dynamics of social networks, digital media, brands, branding, marketing 3.0, Public Relations and Public Relations 2.0. Were also undertaken observations on communication actions that used digital social media, focusing on interactivity, collaboration and relationship, to better understand how organizations are realizing the importance of interaction and relationship management with the public and how they are performing this communication. At the end, some of these actions are presented as examples of the theories studied, and as a demonstration of the benefits brought to these organizations and their brands

Modelagem conceitual DILAM: princípios descritivos de arquivos, bibliotecas e museus para o recurso imagético digital

Pós-graduação em Ciência da Informação - FFC

Modelo de processo de interação do telespectador em programas da TV Cultura

From a conceptual and contextual review of the phenomenon of convergence between TV and internet, demonstrated by the increasing use of so-called social media as tools for audience participation in television programs, the article examines the incorporation of information from social media programs in TV Cultura, a public television station in the state of São Paulo in Brazil. The work tries to characterize a model of the interaction process, in order to describe how is the audience participation in three selected programs: Green Card, JC Debate and Roda Viva.

Folkcomunicación ciudadana a partir de la web 2.0 y de la movilidad

The social media are increasingly present in the lives of citizens, especially when the intention is to share views and information among its communities. However, that is something that leaves the control of citizens near the cluster communication, and reinforce construction of public opinion. This paper presents, from a conceptual discussion and case study grounds to believe that contemporary citizens are the true owners of the fourth estate.

Contribuição da Teoria Ator-Rede (T A-R) para o estudo da construção do conhecimento geográfico: uma leitura da introdução da New Geography no Brasil através da Sociologia das Associações

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)