Uso de mídias sociais em organizações não governamentais (ongs): um estudo de caso múltiplo no estado do Ceará

Abstract

In the limited environment in which non-governmental organizations are inserted, to contribute to the goal of achieving its missions, for social causes. In this connection scenario, social media emerged as a relationship space, with a global reach, easy to use and low cost to contribute to the visibility of these organizations as a mobilizing, informative and dialogue tool. In view of this context, this research was developed with the main objective of analyzing the use of these social media by non-governmental organizations of the state of Ceará, in order to discover the reasons that led them to connect, as well as the ways of acting and managing the Social media in these institutions. The research approach was predominantly qualitative, carried out through a multiple case study applied in five NGOs in Ceará, based on a sample drawn from a universe of 14 organizations associated with the Brazilian Association of NGOs (ABONG) and using the Social media in its management. The results found have produced evidences that indicate that the use of social media directly supports the cause, which prevails as the main objective of media social presence. And for this, these organizations use clear management forms, communication plans, strategies, investments, monitoring, communication professionals