MÍDIAS SOCIAIS COMO ESTRATÉGIA DE COMUNICAÇÃO EM UMA INSTITUIÇÃO DE ENSINO: PERSPECTIVAS E DESAFIOS

Professional and technological education, along with the institutions that offer this kind of education, have conquered space in the agenda of Brazilian society. At the same time, people and institutions are paying more attention to new technologies related to communication, especially the social me...

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Autores principales:	Daniel Augustin Pereira, Martha Kaschny Borges
Formato:	article
Lenguaje:	ES PT
Publicado:	Universidade Federal de Santa Catarina 2012
Materias:	organizational communication social media professional education educational institutions strategy Education (General) L7-991 Special aspects of education LC8-6691
Acceso en línea:	https://doaj.org/article/cc2fcea5f75f45b4b4fe8771de6cf893
Etiquetas:	Agregar Etiqueta Sin Etiquetas, Sea el primero en etiquetar este registro!

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spelling	oai:doaj.org-article:cc2fcea5f75f45b4b4fe8771de6cf8932021-11-11T15:49:45ZMÍDIAS SOCIAIS COMO ESTRATÉGIA DE COMUNICAÇÃO EM UMA INSTITUIÇÃO DE ENSINO: PERSPECTIVAS E DESAFIOS1983-4535https://doaj.org/article/cc2fcea5f75f45b4b4fe8771de6cf8932012-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=319327515013https://doaj.org/toc/1983-4535Professional and technological education, along with the institutions that offer this kind of education, have conquered space in the agenda of Brazilian society. At the same time, people and institutions are paying more attention to new technologies related to communication, especially the social media. In this context, Santa Catarina’s Federal Institute (IF-SC) started adopting, since 2008, social media as a communication strategy with its target audiences: students, staff and the community itself. This case study research aims to analyze the perceptions of IF-SC’s communication professionals as to the institutional use of social media. The results - obtained from interviews, documents and file records - were analyzed using the method of content analysis. The categories of analysis that have emerged are related to the coexistence of social media tools among other communication channels, the benefits and the difficulties that prevent a more effective use of social media in the institution. Among the identified benefits are the rapprochement between the IF-SC and its target audiences, the establishment of a two-way communication channel and the facilitation of access to information about the institution. However, internal organizational difficulties still limit the use of social media as a more effective tool for organizational communication on IF-SC.Daniel Augustin PereiraMartha Kaschny BorgesUniversidade Federal de Santa Catarinaarticleorganizational communicationsocial mediaprofessional educationeducational institutionsstrategyEducation (General)L7-991Special aspects of educationLC8-6691ESPTRevista Gestão Universitária na América Latina , Vol 5, Iss 2, Pp 217-237 (2012)
institution	DOAJ
collection	DOAJ
language	ES PT
topic	organizational communication social media professional education educational institutions strategy Education (General) L7-991 Special aspects of education LC8-6691
spellingShingle	organizational communication social media professional education educational institutions strategy Education (General) L7-991 Special aspects of education LC8-6691 Daniel Augustin Pereira Martha Kaschny Borges MÍDIAS SOCIAIS COMO ESTRATÉGIA DE COMUNICAÇÃO EM UMA INSTITUIÇÃO DE ENSINO: PERSPECTIVAS E DESAFIOS
description	Professional and technological education, along with the institutions that offer this kind of education, have conquered space in the agenda of Brazilian society. At the same time, people and institutions are paying more attention to new technologies related to communication, especially the social media. In this context, Santa Catarina’s Federal Institute (IF-SC) started adopting, since 2008, social media as a communication strategy with its target audiences: students, staff and the community itself. This case study research aims to analyze the perceptions of IF-SC’s communication professionals as to the institutional use of social media. The results - obtained from interviews, documents and file records - were analyzed using the method of content analysis. The categories of analysis that have emerged are related to the coexistence of social media tools among other communication channels, the benefits and the difficulties that prevent a more effective use of social media in the institution. Among the identified benefits are the rapprochement between the IF-SC and its target audiences, the establishment of a two-way communication channel and the facilitation of access to information about the institution. However, internal organizational difficulties still limit the use of social media as a more effective tool for organizational communication on IF-SC.
format	article
author	Daniel Augustin Pereira Martha Kaschny Borges
author_facet	Daniel Augustin Pereira Martha Kaschny Borges
author_sort	Daniel Augustin Pereira
title	MÍDIAS SOCIAIS COMO ESTRATÉGIA DE COMUNICAÇÃO EM UMA INSTITUIÇÃO DE ENSINO: PERSPECTIVAS E DESAFIOS
title_short	MÍDIAS SOCIAIS COMO ESTRATÉGIA DE COMUNICAÇÃO EM UMA INSTITUIÇÃO DE ENSINO: PERSPECTIVAS E DESAFIOS
title_full	MÍDIAS SOCIAIS COMO ESTRATÉGIA DE COMUNICAÇÃO EM UMA INSTITUIÇÃO DE ENSINO: PERSPECTIVAS E DESAFIOS
title_fullStr	MÍDIAS SOCIAIS COMO ESTRATÉGIA DE COMUNICAÇÃO EM UMA INSTITUIÇÃO DE ENSINO: PERSPECTIVAS E DESAFIOS
title_full_unstemmed	MÍDIAS SOCIAIS COMO ESTRATÉGIA DE COMUNICAÇÃO EM UMA INSTITUIÇÃO DE ENSINO: PERSPECTIVAS E DESAFIOS
title_sort	mídias sociais como estratégia de comunicação em uma instituição de ensino: perspectivas e desafios
publisher	Universidade Federal de Santa Catarina
publishDate	2012
url	https://doaj.org/article/cc2fcea5f75f45b4b4fe8771de6cf893
work_keys_str_mv	AT danielaugustinpereira midiassociaiscomoestrategiadecomunicacaoemumainstituicaodeensinoperspectivasedesafios AT marthakaschnyborges midiassociaiscomoestrategiadecomunicacaoemumainstituicaodeensinoperspectivasedesafios
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MÍDIAS SOCIAIS COMO ESTRATÉGIA DE COMUNICAÇÃO EM UMA INSTITUIÇÃO DE ENSINO: PERSPECTIVAS E DESAFIOS

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