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Publication
A importância dos conteúdos multimédia para as redes sociais
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Abstract(s)
Cada vez mais as empresas, PME ou grandes empresas, recorrem às redes sociais e ao marketing digital para atingir potenciais clientes. Estes recursos não necessitam de grandes investimentos para ter algum retorno, no entanto, muitas vezes o desconhecimento dos indicadores e métricas não permite que este potencial seja explorado da melhor maneira.
Um dos problemas que a maioria das empresas apresenta é saber quais os conteúdos que precisa de desenvolver para poder construir uma rede de utilizadores. Outro, a necessidade de compreender como funcionam as redes sociais, em particular o facebook, que cada vez mais limita a ação das empresas e páginas a todos os conteúdos que não sejam pagos, tornando-se assim mais difícil que os conteúdos alcancem o público-alvo.
Deste modo pretendeu-se com este trabalho, não só desenvolver conteúdos para uma campanha específica, o projeto “Expedição Mare Nostrum”, como analisar os respetivos resultados em termos de engagement, viralidade e crescimento da página na rede social facebook.
Foram desenvolvidos vários documentários em vídeo, todos relacionados com a temática Mar, que foram publicados nas redes sociais youtube e facebook.
Após análise dos resultados dos mesmos, conclui-se que, para a criação duma comunidade de utilizadores numa rede social, os conteúdos são essenciais. Quer em termos quantitativos, quer qualitativos. A publicidade ajuda a superar a falta de visibilidade das publicações e subir no algoritmo do facebook (edge rank), mas os conteúdos necessitam de suscitar a atenção dos utilizadores para interagir e se interessar, e permitir assim o crescimento duma comunidade ativa e dinâmica.
Increasingly companies, SMEs or large companies turn to social media and digital marketing to reach potential customers. This feature does not require large investments to get some feedback, however, often the lack of indicators and metrics does not allow this potential to be exploited in the best way. One of the problems that most companies has is knowing what content needs to develop in order to build a network of users. Other, the need to understand how social networks work, particularly facebook, which increasingly limits the action of companies and all content pages that are not paid, thus making it more difficult for the contents reach its targeted public. This work intended, not only develop contents for a specific campaign, the project "Expedition Mare Nostrum", but to analyze its outcome in terms of engagement, virality and growth of the social network facebook page. Several video documentaries were developed, all related to the theme Sea, which were published in facebook and youtube social networks. After analyzing the results, it was concluded that for the creation of a community of users in a social network content is essential, both in quantitative and qualitative. Advertising helps overcome the lack of visibility of publications and climb in facebook algorithm (edge rank), but the contents need to raise the attention of users to interact and engage with, and thus allow the growth of an active and dynamic community.
Increasingly companies, SMEs or large companies turn to social media and digital marketing to reach potential customers. This feature does not require large investments to get some feedback, however, often the lack of indicators and metrics does not allow this potential to be exploited in the best way. One of the problems that most companies has is knowing what content needs to develop in order to build a network of users. Other, the need to understand how social networks work, particularly facebook, which increasingly limits the action of companies and all content pages that are not paid, thus making it more difficult for the contents reach its targeted public. This work intended, not only develop contents for a specific campaign, the project "Expedition Mare Nostrum", but to analyze its outcome in terms of engagement, virality and growth of the social network facebook page. Several video documentaries were developed, all related to the theme Sea, which were published in facebook and youtube social networks. After analyzing the results, it was concluded that for the creation of a community of users in a social network content is essential, both in quantitative and qualitative. Advertising helps overcome the lack of visibility of publications and climb in facebook algorithm (edge rank), but the contents need to raise the attention of users to interact and engage with, and thus allow the growth of an active and dynamic community.
Description
Relatório de estágio para a obtenção do grau de Mestre em Educação e Comunicação Multimédia
Keywords
marketing digital facebook viralidade vídeo publicidade engagement digital marketing advertising video viral