Mídias sociais como estratégia de comunicação em uma instituição de ensino: perspectivas e desafios

dc.creator	Daniel Augustin Pereira
dc.creator	Martha Kaschny Borges
dc.date	2012-08-01T00:00:00Z
dc.date.accessioned	2015-08-12T11:21:16Z
dc.date.available	2015-08-12T11:21:16Z
dc.identifier	http://dx.doi.org/10.5007/1983-4535.2012v5n2p217
dc.identifier	1983-4535
dc.identifier	https://doaj.org/article/90288aae7e1e46d19ffa7662995f3370
dc.identifier.uri	http://evidence.thinkportal.org/handle/123456789/28828
dc.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.
dc.language	Portuguese
dc.language	Spanish
dc.publisher	Federal University of Santa Catarina
dc.relation	http://periodicos.ufsc.br/index.php/gual/article/view/1983-4535.2012v5n2p217/22580
dc.relation	https://doaj.org/toc/1983-4535
dc.rights	CC BY-NC-SA
dc.source	Revista Gestão Universitária na América Latina : Revista GUAL, Vol 5, Iss 2, Pp 217-237 (2012)
dc.subject	Organizational communication
dc.subject	Social media
dc.subject	Professional education
dc.subject	Educational institutions
dc.subject	Strategy
dc.subject	Special aspects of education
dc.subject	LC8-6691
dc.subject	Education
dc.subject	L
dc.subject	DOAJ:Education
dc.subject	DOAJ:Social Sciences
dc.subject	Special aspects of education
dc.subject	LC8-6691
dc.subject	Education
dc.subject	L
dc.subject	DOAJ:Education
dc.subject	DOAJ:Social Sciences
dc.subject	Special aspects of education
dc.subject	LC8-6691
dc.subject	Education
dc.subject	L
dc.subject	Special aspects of education
dc.subject	LC8-6691
dc.subject	Education
dc.subject	L
dc.subject	Special aspects of education
dc.subject	LC8-6691
dc.subject	Education
dc.subject	L
dc.title	Mídias sociais como estratégia de comunicação em uma instituição de ensino: perspectivas e desafios
dc.type	article