Avaliando a utilização do Facebook e LinkedIn como ferramentas de marketing em uma empresa de laticínios

Abstract

With the landscape of digital social media increasingly firm in the market, the participation of companies in the digital environment is increasingly seeking their customers. With the emergence of social networks, the power of communication has been reshaped, completely changing the way information is shared, taking companies away from the domain that was presently transmitting and sharing information, using social networks as a marketing tool. It was analyzing social networks Facebook and LinkedInto marketing tools. The study is a descriptive exploratory research in a quantitative and qualitative approach. The work has two questionnaires that were designed to gather information on the use of social networks by the company, these questionnaires were intended for those responsible for marketing via email and had the amount of two participants (one responsible for each social network). The study showed that the company in question actively participates in social networks, and that they have followers in every state in which the company operates. Reaching 17,679 followers on NoLinkedInquiring 153,078 followers on Facebook It can be noted that about 64% of followers onLinkedInestion are concentrated in the parent city of the company and in the case of Facebook, the followers are slightly more distributed, with the state of Ceara the largest concentration of followers of the page with 38%. It can be observed that the company interacts with its followers, always keeping close proximity to the customers, in which the most usual way for such communication is the Facebook Book Link box with a total of 75% and 68% respectively. It was found that the company makes financial investments in Facebook Book. About 70% of this investment is for sponsored publications. It can be noted that 80% of this investment in publications goes directly to Facebook and the other 20% is divided into campaigns on YouTube and Google. It can be concluded that social networks have a fundamental importance in the company’s marketing strategies, where the company states that today they are totally indispensable.