Avaliando a utilização do facebook como ferramenta de marketing para novos empreendimentos na área de tecnologia da informação

Abstract

Digital marketing has increasingly become the main choice for companies to carry out their campaigns. Among the various ways of applying digital marketing, the use of Facebook Pages has proven to be the most popular among businesses and users, presenting the largest traffic flows today. Within this context, this work identified the best ways to use Facebook Pages as an instrument of marketing and communication campaigns by companies and compiled them into a framework using the Business Model Canvas as the basis of planning. In order to compare the suggestions of the framework proposed by this work with the strategies that are currently being applied within companies, IT service providers were selected in the “sertão central” region of Ceará state to answer an online questionnaire. The results of the responses were compared with the proposed framework and it was observed that most companies present a basic level of knowledge and the application of digital marketing techniques among Facebook Pages, which is not enough for a competitive positioning in the market, compromising the performance of participating companies.