Redes sociais para a comunicação organizacional: estudo de caso sobre o uso do Facebook em empresas B2B

Abstract

Deep changes verified in society during the past last decades have impacted the way companies perform their business and work upon their communication. In this context, the main objective of this thesis is to refer to Facebook use as a communication element in companies models in a B2B basis, organization by which their main characteristic is to sell to intermediates or to other companies. Through the application of a study case methodology, it is analyzed two corporate profiles: the Autodesk and Braskem, and both elect Facebook as being one the main platforms on corporate communication in the digital environment. As a complement to the research it is used the content analysis technique aiming in assisting in the investigation about the content and the objective of released messages represented by their posts. The results show to be favorable to the use of Facebook as a communication tool when structured based on objectives and organization strategies. Language in social networks establishes a dialogue providing information sharing among people and corporations