Marketing de redes sociais: análise comparativa de empresas do segmento de ensino e idiomas

Abstract

The social media explosion in the last decade brought to the entrepreneur world a new tool for relating to the target audience, which was valuable and more financially profitable. Nowadays, the social networks have gained extreme importance, becoming indispensable in many people’s routines. Three of these successful cases are Facebook, Instagram and Twitter, platforms that big companies already use to operate more directly with their clientes. Through a case study, followed by a quantitative and exploratory research, based on inspections and comparative analisis, this project explores the three afore mentioned social networks and their use as marketing instruments by three linguistic education companies of national range. The research objects are Facebook, Instagram and Twitter, sites where it is possible to share information through several formats, like video, photo, text and audio, and its use as digital marketing strategy at Wizard, Cultura Inglesa and Fisk. In addition to that, postures to improve the relationship between company and audience are also indicated. At the end, this study achieved conclusions that make evident the relevance of using Facebook, Instagram and Twitter as marketing tools that allow companies to communicate notably to users. When noticing the three approached companies on an isolated way, it is clear that they are overall adjusted to the considered efficient behaviors towards the use of such networks. The research may become subsidy for later works, with the involvement of other market gaps.