Blog corporativo como ferramenta da Intranet

This project aimed at discussing about the possibility of transforming a corporate blog into an Intranet tool. The objective is to make the internal communication more interactive by bringing the employee closer to the organization through conversing in a less formal environment. In the first series of discussions, issues such as how the organizational communication works as a whole, which communications vehicles are normally used to reach the target group and the role of public relations in the organizational communication, were conducted aiming the discussion around the internal communication and the personnel, one of the objectives of this paper. Following these discussions, the focal points was around digital communication and its possibilities in the organization, as well as talking about and discussing the blog and the Intranet. Finally a theoretical discussion was conducted concerning the possibilities of turning this corporate blog into an Intranet tool and the reasons why public relations should manage this new communications tool

O BLOG CORPORATIVO COMO DESAFIO PARA OS PROFISSIONAIS DE COMUNICAÇÃO

As características desejadas a um blog corporativo eficiente do ponto de vista da comunicação são o tema desta dissertação. Buscou-se compreendê-las, assim como listá-las, verificar a aplicabilidade de tais características e relacionar ganhos à imagem pública de uma empresa através da ferramenta. A metodologia empregada foi o estudo múltiplo de casos, com análise de cinco blogs que contêm a maior parte das competências sugeridas em protocolo de avaliação construído a partir de leituras, entrevistas e visitas a blogs. Cada blog estudado possui pontos fortes distintos, mas também melhorias que precisam ser consideradas. Comportamentos de abertura e transparência totais ao diálogo ainda são mais discursos que práticas nas organizações brasileiras, que precisam aproveitar melhor as oportunidades de relacionamento que as mídias sociais trouxeram.

A argumentação como elemento discursivo na mídia digital: um estudo sobre o blog fatos e dados

This thesis studies the use of argumentation as a discursive element in digital media, particularly blogs. We analyzed the Blog "Fatos e Dados" [Facts and Data], created by Petrobras in the context of allegations of corruption that culminated in the installation of a Parliamentary Commission of Inquiry to investigate the company within the Congress. We intend to understand the influence that the discursive elements triggered by argumentation exercise in blogs and about themes scheduling. To this end, we work with notions of argumentation in dialogue with questions of language and discourse from the work of Charaudeau (2006), Citelli (2007), Perelman & Olbrechts-Tyteca (2005), Foucault (2007, 2008a), Bakhtin (2006) and Breton (2003). We also observe our subject from the perspective of social representations, where we seek to clarify concepts such as public image and the use of representations as argumentative elements, considering the work of Moscovici (2007). We also consider reflections about hypertext and the context of cyberculture, with authors such as Levy (1993, 1999, 2003), Castells (2003) and Chartier (1999 and 2002), and issues of discourse analysis, especially in Orlandi (1988, 1989, 1996 and 2001), as well as Foucault (2008b). We analyzed 118 posts published in the first 30 days of existence of the blog "Fatos e Dados" (between 2 June and 1 July 2009), and analyzed in detail the top ten. A corporate blog aims to defend the points of view and public image of the organization, and, therefore, uses elements of social representations to build their arguments. It goes beyond the blog, as the main news criteria, including the posts we reviewed, the credibility of Petrobras as the source of information. In the posts analyzed, the news values of innovation and relevance also arise. The controversy between the Blog and the press resulted from an inadequacy and lack of preparation of media to deal with a corporate blog that was able to explore the characteristics of liberation of the emission pole in cyberculture. The Blog is a discursive manifestation in a concrete historical situation, whose understanding and attribution of meaning takes place from the social relations between subjects that, most of the time, place themselves in discursive and ideological dispute between each other - this dispute also affects the movements of reading and reading production. We conclude that intersubjective relationships that occur in blogs change, in the form of argumentative techniques used, the notions of news criteria, interfering with scheduling of news and organization of information in digital media outlets. It is also clear the influence that the discursive elements triggered by argumentation exercise in digital media, trying to resize and reframe frames of reality conveyed by it in relation to the subject-readers. Blogs have become part of the scenario information with the emergence of the Internet and are able to interfere in a more effective way to organize the scheduling of media from the conscious utilization of argumentative elements in their posts

Social Media Marketing como herramienta del mix de comunicación

[ES]El presente TFG plantea un análisis de la utilización de las redes sociales dentro de la estrategia de comunicación de las organizaciones empresariales. Para ello, se estudia el contexto comunicacional actual, caracterizado por la fragmentación y dispersión de las audiencias, la saturación, la pérdida de la eficacia de la publicidad tradicional, los nuevos hábitos de consumo de medios y la explosión de la conectividad, y el papel de las distintas herramientas de comunicación en entornos digitales: página web, blog corporativo, email marketing, gestión multimedia, mobile marketing, E-commerce y Social Media Marketing. En este contexto y por su relevancia, nos centramos en el estudio de las estrategias de Social Media Marketing. Para ello abordamos las ventajas e inconvenientes de la utilización de redes sociales, cómo efectuar la planificación de la comunicación en redes sociales (objetivos, público, contenidos, plataformas, plan de acción e indicadores), y las nuevas profesiones ligadas a su gestión. Un aspecto relevante que también se analiza es la gestión de la reputación online y las implicaciones que el uso de redes sociales tiene sobre ella, así como los protocolos de actuación ante posibles crisis derivadas de la presencia en estos canales. En las redes sociales se encuentran prácticamente todos los stakeholders de las empresas/marcas, fuente de información continua para mejorar sus negocios. Su utilización, dentro de una comunicación integral de marketing, permite fortalecer la imagen corporativa y lograr un posicionamiento claro y a largo plazo.

Blog and design education : facilitating reflective learning

This paper discusses about effectiveness of blogs for reflective learning in design education. Students in two animation units were asked to complete their online journal via blog in terms of reflective learning. Students were encouraged to respond their weekly outcomes and project development process to their blog and share it with other students. A survey was undertaken to evaluate their learning experience and one of the key outcomes indicates that interaction design for social network is significantly important to blog based learning design.

Doing blog research

Blogs and other online platforms for personal writing such as LiveJournal have been of interest to researchers across the social sciences and humanities for a decade now. Although growth in the uptake of blogging has stalled somewhat since the heyday of blogs in the early 2000s, blogging continues to be a major genre of Internet-based communication. Indeed, at the same time that mass participation has moved on to Facebook, Twitter, and other more recent communication phenomena, what has been left behind by the wave of mass adoption is a slightly smaller but all the more solidly established blogosphere of engaged and committed participants. Blogs are now an accepted part of institutional, group, and personal communications strategies (Bruns and Jacobs, 2006); in style and substance, they are situated between the more static information provided by conventional Websites and Webpages and the continuous newsfeeds provided through Facebook and Twitter updates. Blogs provide a vehicle for authors (and their commenters) to think through given topics in the space of a few hundred to a few thousand words – expanding, perhaps, on shorter tweets, and possibly leading to the publication of more fully formed texts elsewhere. Additionally, they are also a very flexible medium: they readily provide the functionality to include images, audio, video, and other additional materials – as well as the fundamental tool of blogging, the hyperlink itself. Indeed, the role of the link in blogs and blog posts should not be underestimated. Whatever the genre and topic that individual bloggers engage in, for the most part blogging is used to provide timely updates and commentary – and it is typical for such material to link both to relevant posts made by other bloggers, and to previous posts by the present author, both to background material which provides readers with further information about the blogger’s current topic, and to news stories and articles which the blogger found interesting or worthy of critique. Especially where bloggers are part of a larger community of authors sharing similar interests or views (and such communities are often indicated by the presence of yet another type of link – in blogrolls, often in a sidebar on the blog site, which list the blogger’s friends or favourites), then, the reciprocal writing and linking of posts often constitutes an asynchronous, distributed conversation that unfolds over the course of days, weeks, and months. Research into blogs is interesting for a variety of reasons, therefore. For one, a qualitative analysis of one or several blogs can reveal the cognitive and communicative processes through which individual bloggers define their online identity, position themselves in relation to fellow bloggers, frame particular themes, topics and stories, and engage with one another’s points of view. It may also shed light on how such processes may differ across different communities of interest, perhaps in correlation with the different societal framing and valorisation of specific areas of interest, with the socioeconomic backgrounds of individual bloggers, or with other external or internal factors. Such qualitative research now looks back on a decade-long history (for key collections, see Gurak, et al., 2004; Bruns and Jacobs, 2006; also see Walker Rettberg, 2008) and has recently shifted also to specifically investigate how blogging practices differ across different cultures (Russell and Echchaibi, 2009). Other studies have also investigated the practices and motivations of bloggers in specific countries from a sociological perspective, through large-scale surveys (e.g. Schmidt, 2009). Blogs have also been directly employed within both K-12 and higher education, across many disciplines, as tools for reflexive learning and discussion (Burgess, 2006).

Buy, boycott or blog : exploring online consumer power to share, discuss and distribute controversial advertising messages

The availability of new media as a universal communication tool has an impact on the power of the general public to comment on a variety of issues. This paper examines this increase in consumer power with respect to bloggers. The research context is controversial advertising, and specifically Tourism Australia’s “Where the bloody hell are you?” campaign. By utilising Denegri-Knott’s (2006) four on-line power strategies, a content analysis of weblogs reveals that consumers are distributing information, opinion and even banned advertising material, thereby forming power hubs of like-minded people, with the potential to become online pressure groups. The consequences and implications of this augmented power on regulators, advertisers and bloggers are explored. The findings contribute to the understanding of blogs as a new communication platform and bloggers as a new demographic of activists in the process of advertising.

Extracting news blog hot topics based on the W2T methodology

Although topic detection and tracking techniques have made great progress, most of the researchers seldom pay more attention to the following two aspects. First, the construction of a topic model does not take the characteristics of different topics into consideration. Second, the factors that determine the formation and development of hot topics are not further analyzed. In order to correctly extract news blog hot topics, the paper views the above problems in a new perspective based on the W2T (Wisdom Web of Things) methodology, in which the characteristics of blog users, context of topic propagation and information granularity are investigated in a unified way. The motivations and features of blog users are first analyzed to understand the characteristics of news blog topics. Then the context of topic propagation is decomposed into the blog community, topic network and opinion network, respectively. Some important factors such as the user behavior pattern, opinion leader and network opinion are identified to track the development trends of news blog topics. Moreover, a blog hot topic detection algorithm is proposed, in which news blog hot topics are identified by measuring the duration, topic novelty, attention degree of users and topic growth. Experimental results show that the proposed method is feasible and effective. These results are also useful for further studying the formation mechanism of opinion leaders in blogspace.

Blog research : the 'computational turn' [Blogforschung: Der 'Computational Turn']

ForscherInnen aus Sozial- und Geisteswissenschaften interessieren sich seit nunmehr einem Jahrzehnt für Blogs, Online-Tagebücher und Online-Journale. Auch wenn die Zuwachsrate der Blogosphäre seit der Blütezeit des Bloggens in den 2000ern stagniert, bleiben Blogs doch eines der bedeutendsten Genres der internetgestützten Kommunikation. Tatsächlich ist nach der Massenabwanderung zu Facebook, Twitter und anderen erst in jüngerer Zeit entstandenen Kommunikationsmitteln eine etwas kleinere, aber umso stärker etablierte Blogosphäre von engagierten und eingeschworenen Teilnehmenden übriggeblieben. Blogs werden mittlerweile als Teil einer institutionellen, persönlichen und Gruppen-Kommunikationstrategie akzeptiert. In Stil und Inhalt liegen sie zwischen den statischeren Informationen auf konventionellen Websites und den ständig aktualisierten Facebook- und Twitter-Newsfeeds. Blogs ermöglichen es ihren AutorInnen (und deren KommentatorInnen), bestimmte Themen im Umfang von einigen hundert bis zu einigen tausend Wörtern zu durchdenken, in kürzeren Posts ins Detail zu gehen und ggf. intensiver durchdachte Texte anderswo zu publizieren. Zudem sind sie auch ein sehr flexibles Medium: Bilder, Audio-, Video- sowie andere Materialien können mühelos eingefügt werden - und natürlich auch das grundlegende Instrument des Bloggens: Hyperlinks.

Data innovation and open access [Blog]

After nearly fifteen years of the open access (OA) movement and its hard-fought struggle for a more open scholarly communication system, publishers are realizing that business models can be both open and profitable. Making journal articles available on an OA license is becoming an accepted strategy for maximizing the value of content to both research communities and the businesses that serve them. The first blog in this two-part series celebrating Data Innovation Day looks at the role that data-innovation is playing in the shift to open access for journal articles.

Knowledge unlatched announces the launch of its pilot collection [Blog]

Frances Pinter and I have been visiting fellows at the Big Innovation Centre for more than a year now. Tucked away in a corner, inspired by BIC’s open innovation vision, we have been attempting to solve a problem that continues to perplex many in the era of digital affordance: creating sustainable markets for high quality new content that include free access for end users.

The marketing blog competition: Integrating educational blogging and analytics in the classroom

How should marketing educators teach today’s technologically savvy college students the latest knowledge as well as relevant soft and hardskills for employment in a world of Web 2.0? The changing environment requires the development of innovative pedagogical approaches to enhance students’ experiential learning. Recent research has focused on the idea of implementing technology and the adoption of educational blogging in the marketing curriculum. This paper outlines a semesterlong marketing blog competition, in which students had to (1) create and maintain a marketing blog and (2) apply web analytics to analyze, manage and improve their blog performance based on key performance indicators. This article offers a detailed discussion of the design and implementation as well as the outcomes based on quantitative and qualitative student feedback.

Projetos e programas no novo ambiente corporativo de projetos

Notícia sobre a inclusão de programas e projetos no novo ambiente corporativo.