Monitoramento e uso de informações sobre clientes e marcas em mídias e redes sociais digitais: um estudo em empresas públicas

Abstract

This research project aims to investigate how public companies monitor and use information about customers and brands from digital media and social networks. Initially, the study involved a literature search on concepts related to social networks and media and the monitoring tools; web 2.0; co-creation; strategic information management and its models; competitive intelligence; information sources; analytics, metrics and monitoring of customers and brands in the media and social networks. The research was carried out through case studies in two organizations that use media and social networks to communicate with customers. We chose an intentional non-probabilistic sample, made up of two media and social network managers and three communication analysts. Two public companies belonging to the energy and municipal management sectors were selected: CEMIG and PBH. The research used structured instruments, documentary research and content analysis available on the internet as instruments for data collection. The aim was 1. To identify the aspects analyzed in the monitoring of customers and brands; 2. Identify the existing tools for monitoring customers and brands in digital media and social networks; 3. Identify the results achieved by companies with monitoring; 4. List the main actions taken by the companies studied based on the information obtained; 5. Understand and detail the management of the information collected, the flows and actors involved in the process; 6. Propose a model for managing information obtained from social networks; 7) validate the proposed information management model in the surveyed companies. Several common aspects were identified among the institutions surveyed to monitor customers and brands on social networks, but while CEMIG makes use of paid monitoring tools, PBH chooses not to make investments. Although both companies have controls over communication actions, many are still insufficient, especially in PBH. Many initiatives, such as reputation, brand value, developments of a given campaign launched, do not have gains measured. There are also no growth targets stipulated for the chosen metrics. A model for managing information obtained on social networks was designed, consisting of seven stages: identification of information needs; collect; treatment and analysis; storage; dissemination; use and evaluation. Applied the model in the studied companies, flaws in the process were identified. PBH has deficiencies in the identification of information needs, collection, treatment and analysis, dissemination and in the evaluation of the model, which culminates in a reactive, incomplete monitoring with little measurement of results. CEMIG still needs to improve its stages of disseminating and evaluating the use of information. When analyzing and detailing the management of the information collected, the internal and external flows and the actors involved in the process, there is a notable lack of integration between the areas of the organizations surveyed. It was evident the lack of interaction between essential areas in the internal communication process and even the lack of feedback after the dissemination of information. There is still no dissemination systematization and learning activities with the other organization areas.