O uso de fanpage do Facebook como ferramenta de marketing digital

Abstract

The constant advances in information and communication technologies in recent years have pushed the rise of a new interactive behavior model. With this idea in mind, the present work main goal was to investigate the use of fan page on Facebook as a digital marketing tool by financial operations companies, and have selected the companies Visa and Nubank Brasil. A total of 210 posts were analyzed in a qualitative way using a categorization of posts followed by a classification of contents. The results show that both companies use fan page on Facebook as a digital marketing tool, however, differing in the strategy of user publications in fan page: Nubank leaves its fan page completely opened for users publications, what seems to provide more interactions, while Visas fan page is closed to user posts. Regarding content targeting, by Visa and Nubank posts, it stands out that Visa is more dedicated to advertising while Nubank more the content information. Finally, it was possible to identify cases of success and failure, providing knowledge to small companies that wish to use social networks as a tool for digital marketing.