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Perspetivas estratégicas para a comunicação empresarial nas redes sociais: complexidade das dinâmicas relacionais entre empresas e consumidores. Estudo de caso: Clubhouse
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Na conjuntura ainda incerta em que vivemos atualmente, a pandemia Covid-19 veio evidenciar uma dinâmica já presente na nossa sociedade: uma empresa que não esteja no digital, está fora do mercado. À medida que a população envelhece e os nativos digitais se tornam a grande maioria populacional, a conectividade emerge como o novo normal. Neste contexto, é fundamental para a Comunicação Empresarial considerar a forma como as Redes Sociais emergem como palco de oportunidades e emancipação para os Consumidores, causando uma mudança nas balanças do poder e uma alteração consequente na estratégia da Gestão do Relacionamento com o Consumidor. A cómoda verticalidade exercida anteriormente, dá lugar a uma relação horizontal, mais humanizada, inclusiva e mutuamente influenciada entre as Empresas e os Consumidores. Porém, nem todas as Redes Sociais oferecem as mesmas oportunidades estratégicas para as Empresas no que se refere à Gestão do Relacionamento com os Consumidores, sendo imperativo que estas analisem as características, vantagens e desvantagens que cada uma pode trazer à Comunicação Empresarial. Assim, o propósito do estudo passou por perceber quais as perspetivas estratégicas para a Comunicação Empresarial que possam estar presentes nestas plataformas sociais, através do estudo de uma revisão teórica aprofundada, e, de seguida, aplicar e testar as generalizações retiradas a um estudo de caso concreto: a Rede Social Clubhouse, de forma a compreender o seu potencial enquanto plataforma relacional entre Empresas e Consumidores e por que razão este deveria ou não ser aproveitado. Como proveito desta investigação foi possível, através da elaboração de uma análise quantitativa de Clipping e da realização de uma entrevista qualitativa, identificar o potencial do Clubhouse enquanto plataforma relacional entre Empresas e Consumidores e os possíveis motivos para a baixa adoção da mesma por ambas as partes.
In the uncertain situation in which we currently live, the Covid-19 pandemic has highlighted a dynamic already present in our society: a company that is not in digital is out of the market. As the population ages and digital natives become the vast majority of the population, the age of connectivity emerges as the new normal. In this context, it is essential for Corporate Communication to consider how Social Networks emerges as a stage of opportunities and emancipation for Consumers, causing a shift in the balances of power as Companies and a consequent change in the Consumer Relationship Management strategy. The comfortable verticality previously exercised gives way to a more humanized, inclusive and mutually influenced horizontal relationship between Companies and Consumers. However, not all Social Networks offer the same strategic opportunities for Companies in terms of Customer Relationship Management, and it is imperative that they analyze the characteristics, advantages and disadvantages that each one can bring to Business Communication. Thus, the purpose of the study was to understand which are the strategic perspectives for Business Communication that may be present in these Social Networks, through the study of an in-depth theoretical review, and then test the applicability of the generalizations developed to a concrete case study: the Social Clubhouse Network, in order to understand it’s potential as a relational platform between Companies and Consumers and why it should or should not be used. As a result of this investigation, it was possible, through the elaboration of a quantitative analysis of Clipping and the elaboration of a qualitative interview, to identify the potential of Clubhouse as a relational platform between Companies and Consumers and the possible reasons for its low adoption on both sides.
In the uncertain situation in which we currently live, the Covid-19 pandemic has highlighted a dynamic already present in our society: a company that is not in digital is out of the market. As the population ages and digital natives become the vast majority of the population, the age of connectivity emerges as the new normal. In this context, it is essential for Corporate Communication to consider how Social Networks emerges as a stage of opportunities and emancipation for Consumers, causing a shift in the balances of power as Companies and a consequent change in the Consumer Relationship Management strategy. The comfortable verticality previously exercised gives way to a more humanized, inclusive and mutually influenced horizontal relationship between Companies and Consumers. However, not all Social Networks offer the same strategic opportunities for Companies in terms of Customer Relationship Management, and it is imperative that they analyze the characteristics, advantages and disadvantages that each one can bring to Business Communication. Thus, the purpose of the study was to understand which are the strategic perspectives for Business Communication that may be present in these Social Networks, through the study of an in-depth theoretical review, and then test the applicability of the generalizations developed to a concrete case study: the Social Clubhouse Network, in order to understand it’s potential as a relational platform between Companies and Consumers and why it should or should not be used. As a result of this investigation, it was possible, through the elaboration of a quantitative analysis of Clipping and the elaboration of a qualitative interview, to identify the potential of Clubhouse as a relational platform between Companies and Consumers and the possible reasons for its low adoption on both sides.
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Palavras-chave
Comunicação Empresarial Redes Sociais Consumidores Gestão de relacionamento com o consumidor Clubhouse Corporate Communication Social Networks Consumers Consumer Relationship Management