Utilização de informações provenientes da mídia social Facebook no monitoramento de marcas: estudo de caso da rede Mater Dei de saúde Belo Horizonte/MG

Abstract

This study addresses the issue of brand monitoring through social media on the internet. It is a case study of the Rede Mater Dei de Saúde, based in Belo Horizonte, Minas Gerais, in order to monitor the level of interaction between the hospital and their customers and potential customers. The monitoring will be carried out through the hospital's page on the social network Facebook, and will be captured relevant information to the company's business strategies and that makes their customers satisfied. Will be addressed, theoretically, questions about social media nowadays, its history and concept; virtual marketing; corporate social media; monitoring brand and Facebook social networking features. The methodology to be used will be quantitative, in the form of case studies, with descriptive data analysis. The observations and analyzes, demonstrates that the Mater Dei hospital interacts actively and steadily with the user of your channel, by stimulating them with daily postings, or providing a social service, with useful and health tips in general. It also shows the high level of user satisfaction in posts, almost always making compliments. In direct user interactions, feed posts are usually filled with complaints and questions, which mostly are solved or at least there is an attempt to do so. It was also seen positive feedback from users regarding the services provided by the hospital. It is suggested for further studies, search for professional information from the company under investigation in order to ascertain how they monitor the brand.