Exploratory study of corporate social responsibility: blogs as a communication tool to enhance company-stakeholders relationships

O conceito de responsabilidade social corporativa (RSE) evoluiu gradualmente do objetivo de satisfazer as expectativas dos acionistas para o cumprimento das expectativas das partes interessadas. Tornou-se um conceito amplamente aceitado e promovido como as empresas enfrentam maiores press��es de atores internos e externos para cumprir objetivos sociais maiores. Assim, elas cada vez mais comunicam sobre os esfor��os de responsabilidade social delas, a fim de fomentar a confian��a e o envolvimento dos stakeholders. Mas o aumento da cidadania global e as novas tecnologias de informa����o e de comunica����o ��� como as mídias sociaias ��� est�� criando uma paisagem desafiador para a comunica����o RSE, se traduzindo em escrut��nio e ceticismo do p��blico. No entanto, tamb��m est�� criando novas oportunidades para as empresas compartilhar e interagir com as partes interessadas. O estudo analisa especificamente como os blogs corporativos dedicados �� comunica����o RSE conseguem melhorar as rela����es entre as empresas e as partes interessadas. Esta pesquisa explorat��ria da estrutura e das mensagens de 9 blogs corporativos, �� baseada em um quadro de an��lise sobre comunica����o RSE em plataformas de mídias sociais desenvolvido por Gomez e Chalmeta (2013). O quadro est�� melhorado e adaptado para blogs gra��as �� literatura sobre comunica����o RSE, mídias sociais e blogs corporativos. Os resultados demonstram que o uso de caracter��sticas de blogs como apresenta����o, conte��do e interatividade, �� diversificado e reflete estrat��gias diferentes de comunica����o RSE. Blogs permitem ��s empresas aumentar a visibilidade da comunica����o RSE, melhorar a credibilidade e a legitimidade dos esfor��os de responsabilidade social, e tamb��m trazer discuss��es com os stakeholders. No entanto, demonstramos que as caracter��sticas e recursos dos blogs raramente s��o totalmente desenvolvidos, sugerindo avenidas para a melhoria no campo da comunica����o nas mídias sociais. Especificamente, o uso da interatividade para criar rela����es baseadas em di��logo entre empresas e stakeholders est�� at�� atrasado em rela����o �� extens��o das oportunidades oferecidas pelos blogs. Al��m disso, o grau de utiliza����o das ferramentas de blogs determina a efic��cia da comunica����o de RSE 2.0 das empresas na cria����o de rela����es empresa-stakeholder.

Word of mouth marketing in the digital age: a case study analysis of viral marketing campaigns

A era digital viu a ascens��o da empresa focada no consumidor. Todos os dias, marcas e produtos s��o objeto de milh��es de conversas em que os consumidores trocam pontos de vista, opini��es e informa����es antes de tomar a decis��o de compra. Os profissionais de marketing entenderam a import��ncia do boca a boca como um novo canal de comunica����o estrat��gica e come��aram a ancorar t��cnicas de boca a boca �� estrat��gia de marketing global. A propaganda tornou-se um neg��cio de conversa: o novo desafio do marketing �� criar um conte��do envolvente e compartilh��vel que possa expandir e ressoar dentro de redes de sociais de consumidores. Quanto mais as pessoas falam sobre a sua marca, mais a probabilidade de ganhar a competi����o dura e aumentar as vendas. Mas como o boca a boca funciona? O que faz uma campanha de marketing um sucesso viral? Este trabalho tem como objetivo fornecer uma an��lise abrangente da teoria de marketing de boca a boca e usa um modelo descritivo para investigar as vari��veis-chave de campanhas bem-sucedidas de marketing viral, a fim de proporcionar insights e sugest��es para as pr��ticas de marketing viral.

Exploring different social media users from the millennials��� generation: a cross-cultural behavioral analysis of brazilian users of Facebook and chinese users of RenRen

With the increasing importance of digital communication and its distinct characteristics, marketing tools and strategies adopted by companies have changed dramatically. Among the many digital marketing tools and new media channels available for marketers, the phenomenon known as social media is one of the most complex and enigmatic. It has a range that still is quite unexplored and deeply transforms the present view on the promotion mix (Mangold & Faulds, 2009). Conversations among users on social media directly affect their perceptions on products, services and brands. But more than that, a wide range of other subjects can also become topics of conversations on social media. Hit songs, sporting events, celebrity news and even natural disasters and politics are topics that often become viral on the web. Thus, companies must grasp that, and in order to become more interesting and relevant, they must take part in these conversations inserting their brands in these online dynamic dialogues. This paper focuses on how these social interactions are manifested in the web in to two distinct cultures, Brazil and China. By understanding the similarities and differences of these cultures, this study helps firms to better adjust its marketing efforts across regions, targeting and positioning themselves, not only geographically and culturally, but also across different web platforms (Facebook and RenRen). By examining how companies should focus their efforts according to each segment in social media, firms can also maximize its results in communication and mitigate risks. The findings suggest that differences in cultural dimensions in these two countries directly affect their virtual social networking behavior in many dimensions (Identity, Presence, Relationships, Reputation, Groups, Conversations and Sharing). Accordingly, marketing efforts must be tailored to each comportment and expectations.

#LESM: Seguran��a p��blica, inova����o e integra����o

Pesquisa de 2015 da International Association of Chiefs of Police sobre o uso de mídias sociais aplicadas �� seguran��a p��blica mostra que de 553 ag��ncias de seguran��a p��blica em 44 estados americanos pesquisados, 96,4% usam mídias sociais tanto para rela����es p��blicas, preven����o, investiga����o ou redu����o de crimes em suas jurisdi����es ��� a mesma pesquisa em 2010 contabilizava 81%. Este percentual revela a import��ncia do uso estrat��gico das mídias sociais para a seguran��a p��blica, chamado de LESM ��� Law Enforcement Social Media.

Social media crises in the organization: exploring management strategies through cases from France and Brazil

The aim of this Master���s thesis has been to shed light on the response strategies that organizations are implementing when facing a crisis created on or amplified by social media. Since the development of social media in the late 1990s, the interplay between the online and the offline spheres has become more complex, and characterized by dynamics of a new magnitude, as exemplified by the wave of ���Twitter��� Revolutions or the Wikileaks scandal in the mid 2000s, where online behaviors deeply affected an offline reality. The corporate world does not escape to this worldwide phenomenon, and there are more and more examples of organizational reputations destroyed by social media ���fireballs���. As such, this research aims to investigate, through the analysis of six recent cases of corporate crises (2013-2015) from France and Brazil, different strategies currently in use in order to identify examples of good and bad practices for companies to adopt or avoid when facing a social media crisis. The first part of this research is dedicated to a review of the literature on crisis management and social media. From that review, we were able to design a matrix model, the Social Media Crisis Management Matrix, with which we analyzed the response strategies of the six companies we selected. This model allows the conceptualization of social media crises in a multidimensional matrix built to allow the choice, according to four parameters, of the most efficient (that is: which will limit the reputational damage) response strategy. Attribution of responsibility for the crisis to the company by stakeholders, the origin of the crisis (internal or external), the degree of reputational threat, and the emotions conveyed online by stakeholders help companies determining whether to adopt a defensive response, or an accommodative response. The results of the analysis suggest that social media crises are rather manichean objects for they are, unlike their traditional offline counterparts, characterized by emotional involvement and irrationality, and cannot be dealt with traditionally. Thus analyzing the emotions of stakeholders proved to be, in these cases, an accurate thermometer of the seriousness of the crisis, and as such, a better rudder to follow when selecting a response strategy. Consequently, in the cases, companies minimized their reputational damage when responding to their stakeholders in an accommodative way, regardless of the ���objective��� situation, which might be a change of paradigm in crisis management.

#LESM: Seguran��a P��blica, Inova����o e Integra����o

O uso aplicado de mídias sociais para seguran��a p��blica �� uma realidade nacional e internacional crescente. A integra����o das mídias sociais �� vida cotidiana criaram oportunidades ��nicas para as ag��ncias de seguran��a manter contato com suas comunidades de formas inovadoras.

O discurso dos tuiteiros: uma an��lise cr��tica da constru����o identit��ria coletiva e do empoderamento cidad��o

Los cambios sociales y culturales que caracterizan el mundo contempor��neo sorprendieron estudiosos de todas las ��reas. Los avances tecnol��gicos principalmente en el ��rea de transmisi��n de informaciones revolucionaron las nociones de tiempo y espacio. Nuevos medios de comunicaci��n, favorecidos principalmente por la llegada de Internet, abrieron espacios de expresi��n para ciudadanos deseosos de ser o��dos. A��n coexistiendo con los medios de comunicaci��n tradicionales, los nuevos espacios representan una oportunidad de libertad de expresi��n, de interacci��n sin mediaciones y de construcci��n de contenidos independientes. Movimientos sociales se organizan a trav��s de estos nuevos medios de comunicaci��n y desarrollan un activismo que comienza en forma virtual y se extiende a movilizaciones presenciales. Castells (2009) llama de auto comunicaci��n de masas a ese proceso de producir y difundir informaciones que antes era propiedad exclusiva de los medios de comunicaci��n tradicionales. Natal, fue escenario de la gestaci��n y articulaci��n virtual de un movimiento denominado Fora Micarla cuyo objetivo ha sido lograr el impeachment de la alcaldesa de la ciudad, Micarla de Souza. Aunque el objetivo principal no fue alcanzado, el movimiento form�� parte de los procesos de cambio social que llevaron los ciudadanos al ciberactivismo. El Fora Micarla se constituye tambi��n como un cambio social en s�� mismo al colaborar en la consolidaci��n de la identidad colectiva de un grupo de j��venes universitarios en busca de justicia social. El Twitter fue el principal canal de expresi��n del grupo y responsable por la r��pida expansi��n de las movilizaciones. El Abordaje Sociol��gico y Comunicacional del Discurso (ASCD) ha aportado el marco te��rico de referencia utilizado en esta investigaci��n. La Comunicaci��n para el Cambio Social (GUMUCIO, 2008) y la Sociolog��a Aplicada al Cambio Social (SACO, 2006) as�� como los estudios del sujeto y de las identidades (BAJOIT, 2006) forman la base de la ASCD para un estudio m��s completo de las pr��cticas discursivas. Considerando que el objeto de estudio son las manifestaciones discursivas de los usuarios simpatizantes del Movimiento Fora Micarla , y que la ASCD es un brazo del An��lisis Cr��tico del Discurso, se hace necesario un an��lisis ling����stico de los textos. La Gram��tica Sist��mica Funcional, a trav��s del Sistema de Evaluaci��n desarrollado por Martin and White (2004), ofrece los recursos para evaluar las manifestaciones por medio de tu��tes de los integrantes del movimiento. La representaci��n de los actores sociales (VAN LEUWEEN, 1998) complementa el an��lisis discursivo cr��tico de la ASCD. El empoderamiento ciudadano se materializa por medio de los cambios conquistados a trav��s de los nuevos medios

Comunica����o midi��tica nas (arqui)dioceses do Brasil: possibilidades para ser igreja virtual

P��s-gradua����o em Comunica����o - FAAC

Jornalismo online: a constru����o da not��cia a partir do twitter no caso da falsa morte de Amin Khader

Coordena����o de Aperfei��oamento de Pessoal de N��vel Superior (CAPES)

Tecnologia digital m��vel e educa����o: envolvendo jovens na discuss��o sobre o ECA

P��s-gradua����o em Televis��o Digital: Informa����o e Conhecimento - FAAC

Los medios de comunicaci��n social y su incidencia en el desarrollo local en el canton y Provincia de Zamorra Chinchipe - Ecuador

Analisa a diversidade de formas dos sistemas de comunica����o em Zamora - no Equador, os relacionamentos da institui����o, participa����o social e mídias sociais a partir da produ����o e emiss��o radiof��nica, televis��o, comunica����o impressa (escrita) e a presen��a das novas tecnologias na comunica����o, tentando achar espa��os dos quais seja poss��vel desenvolver pr��ticas alternativas e democr��ticas para contribuir com o desenvolvimento social. Examina as pr��ticas de comunica����o radiof��nica, sendo um dos meios principais e com maior tradi����o na ��rea. Estuda o r��dio, particularmente local, analisando seus modelos e programa����es, observando em cada um deles suas caracter��sticas, objetivos e estrat��gias assumidas desde sua vis��o comercial ou ideol��gica, seu n��vel profissional e inova����o t��cnica, prestando aten����o e nomeando valor �� posi����o critica dos ouvintes, para interpretar as tend��ncias atuais e futuras que se apresentam para eles.Finalmente, chegou-se �� comunica����o no contexto, examinando os usos e formas, como tamb��m a influencia positiva ou negativa na forma����o da identidade, harmonia com o ambiente, valores e conhecimento em perspectiva de melhorar a qualidade da vida da popula����o. A investiga����o ap��ia-se no conhecimento cientifico, pois aplica a t��cnica qualitativa: Diversidade de grupos focais, entrevistas, observa����o e uso de investiga����o bibliogr��fica.O trabalho considera a historia, a din��mica pr��pria e a estima que tem os Zamoranos da percep����o de sua identifica����o no contexto de c��digos, idiomas e bens, postura desde a qual eles estabelecem normas que devem ser usadas para o seu uso, enquanto permitem articular pontos de vista, analise e conceitos, examinar a teoria para entender o papel que melhor desempenham as mídias sociais e sua import��ncia na sociedade.

Rela����es p��blicas 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 Rela����es P��blicas 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 Inform��tica 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 F��bio Fran��a, 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 netnogr��fica 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 Inform��tica has no specific strategy for Twitter...