Comunicação feita por todos: estudo de caso da implementação do workplace na empresa J.Macêdo

Abstract

Society is in the middle of an era of overvaluing information and communication technologies (ICTs), that is, the Information Age, where everyone is connected everytime and everywhere. Because of that, organizations have to watch for this new way of communicating, seizing tools / platforms understood and used by the vast majority. For this, the Corporate Social Networks appeared as similar platforms to Social Consumer Networks (Facebook, Instagram, Twitter), but focused on professional matters of the company. In the search to know about the effects of a Corporate Social Network as an internal communication channel, this research aims to analyze the impact of the implantation of the Corporate Social Network Workplace by Facebook in the “J.Macêdo” company in the employees' perception. The theoretical foundation is based on: Organizational Communication evolution; Integrated Organizational Communication; Organizational Communication in the Digital Age; Internal communication; Corporate Social Networks, as well as the Workplace by Facebook platform. This study has a qualitative approach, characterizing itself as a descriptive and exploratory research. In relation to the technical procedure, it is characterized as a case study. The research universe is composed of 1,356 active collaborators in the Workplace J.Macêdo platform. The sample was non-probabilistic and intentional, composed of 72 respondents. In general, based on respondents' responses, it was found that the Workplace has a very positive degree of acceptance as an internal communication channel, but it should be used in an integrated way with the other existing channels. Besides that, it was noted that the manager is an important pillar in the dissemination and encouragement for the use of the Workplace, as well as in the communicational process.