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Relatório de estágio de Mestrado em Ciências da Comunicação. Área de especialização em Estudos dos Media e do Jornalismo
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O presente trabalho tem como objetivo abordar a relação entre as empresas e as redes sociais através de um estudo de caso. No que toca ao enquadramento teórico, foram desenvolvidos os seguintes temas/conceitos: novos media, atuação das empresas nos novos media, tipos de comunicação online, a popularidade online e a interação empresa/consumidor. Pretende-se, assim, criar uma ponte entre a teoria e o estágio curricular de mestrado realizado na sede da Renault Itália, de 07/10/19 a 06/04/20, em Roma. No relatório estará, também, presente uma contextualização da empresa, contendo uma breve descrição da marca e do Grupo Renault, abordando também a área das vendas (essencial para se analisar o mercado automóvel) e estabelecendo, ainda, uma ligação entre o mercado italiano e o mercado português. Será também feita uma descrição das atividades realizadas no âmbito do estágio, com a respetiva documentação de suporte, necessária ao bom
entendimento do funcionamento da empresa. Em complemento, foi realizada uma entrevista com uma dirigente da área do Marketing com o objetivo de compreender a estratégia da Renault Itália em relação às redes sociais. Sobre as redes sociais defende-se qual deve ser o tipo de estratégia a adotar pelas empresas, como devem interagir com os seus públicos e se devem produzir ou adaptar conteúdos, entre outros aspetos. E esta investigação permitiu perceber como se ajusta a empresa a esta nova realidade em termos de recursos humanos e do envolvimento destes na organização. Apresenta-se ainda uma forma de medir, no longo e no
curto prazo, os resultados do Departamento de Comunicação e Imagem da Renault Roma para perceber qual o valor acrescentado e os aspetos que podem ser melhorados.
This work aims to address the relationship between companies and social networks through a case study. With regard to the theoretical framework, the following themes / concepts were developed: new media, performance of companies in the new media, types of online communication, online popularity and company / consumer interaction. It is intended, therefore, to create a bridge between theory and the curricular internship of a master's degree held at the headquarters of Renault Italy, from 07/10/19 to 04/04/20, in Rome. The report will also present a contextualization of the company, containing a brief description of the brand and the Renault Group, also addressing the sales area (essential to analyze the car market) and also establishing a link between the Italian market and the Portuguese market. A description of the activities carried out within the scope of the internship will also be made, with the respective supporting documentation, necessary for a good understanding of the company's functioning. In addition, an interview was conducted with a manager in the Marketing area in order to understand Renault Itália's strategy in relation to social networks. Regarding social networks, it defends what type of strategy should be adopted by companies, how they should interact with their audiences and whether they should produce or adapt content, among other aspects. And this investigation allowed us to understand how the company adjusts to this new reality in terms of human resources and their involvement in the organization. It also presents a way to measure, in the long and short term, the results of the Communication and Image Department of Renault Roma to understand the added value and the aspects that can be improved.
This work aims to address the relationship between companies and social networks through a case study. With regard to the theoretical framework, the following themes / concepts were developed: new media, performance of companies in the new media, types of online communication, online popularity and company / consumer interaction. It is intended, therefore, to create a bridge between theory and the curricular internship of a master's degree held at the headquarters of Renault Italy, from 07/10/19 to 04/04/20, in Rome. The report will also present a contextualization of the company, containing a brief description of the brand and the Renault Group, also addressing the sales area (essential to analyze the car market) and also establishing a link between the Italian market and the Portuguese market. A description of the activities carried out within the scope of the internship will also be made, with the respective supporting documentation, necessary for a good understanding of the company's functioning. In addition, an interview was conducted with a manager in the Marketing area in order to understand Renault Itália's strategy in relation to social networks. Regarding social networks, it defends what type of strategy should be adopted by companies, how they should interact with their audiences and whether they should produce or adapt content, among other aspects. And this investigation allowed us to understand how the company adjusts to this new reality in terms of human resources and their involvement in the organization. It also presents a way to measure, in the long and short term, the results of the Communication and Image Department of Renault Roma to understand the added value and the aspects that can be improved.
Descrição
Palavras-chave
Estudos dos Media e do Jornalismo Redes sociais Renault Estratégia Conteúdos Público-alvo Social networks Renault Strategy Content Target Audience