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O papel dos owned media no engagement dos consumidores: o caso da Rede Expressos
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A gestão estratégica dos média configura-se fundamental para os objetivos das organizações devido ao progressivo aumento da preponderância da relação entre estas e os consumidores. Na presente abordagem temática, encontra-se englobado o relatório referente à experiência de estágio na Rede Expressos, empresa no setor do transporte rodoviário de passageiros na qual foram desempenhadas tarefas no âmbito das redes sociais e das customer magazines, e uma investigação empírica que tem como objetivo principal explorar e descrever o modo como estes média são utilizados para gerar engagement, subdividindo-se em objetivos específicos relacionados com a estratégia e as técnicas aplicadas. Para isto foi desenhado um método misto, composto por uma entrevista estruturada ao Diretor de Marketing da organização e uma observação sistemática dos conteúdos difundidos. Os resultados apontam para uma correta utilização destes canais de comunicação. Não obstante, identificam-se oportunidades de melhoria e implementação de novas práticas.
The strategic management of the media is fundamental to the objectives of organizations due to the progressive increase in the preponderance of the relationship between them and consumers. This thematic approach includes the report on the internship experience at Rede Expressos, a company in the road passenger transport sector, where tasks were carried out within the scope of social media and customer magazines, and a methodological investigation whose main objective is to explore and describe how these media are used to generate engagement, subdivided into specific objectives related to the strategy and techniques applied. To this end, a mixed method was designed, consisting of a structured interview with the organization's Marketing Director and a systematic observation of the content disseminated. The results point to the correct use of these communication channels. Nevertheless, opportunities for improvement and implementation of new practices have been identified.
The strategic management of the media is fundamental to the objectives of organizations due to the progressive increase in the preponderance of the relationship between them and consumers. This thematic approach includes the report on the internship experience at Rede Expressos, a company in the road passenger transport sector, where tasks were carried out within the scope of social media and customer magazines, and a methodological investigation whose main objective is to explore and describe how these media are used to generate engagement, subdivided into specific objectives related to the strategy and techniques applied. To this end, a mixed method was designed, consisting of a structured interview with the organization's Marketing Director and a systematic observation of the content disseminated. The results point to the correct use of these communication channels. Nevertheless, opportunities for improvement and implementation of new practices have been identified.
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Owned media Redes sociais Customer magazines Engagement Social Media