Informação nas redes sociais: o Facebook como recurso estratégico para a comunicação institucional do Conservatório UFMG

Abstract

This study proposes a discussion about the use of online social networks, especially Facebook, as a strategic tool of institutional communication. During the work it was carried out an analysis of the use of Facebook by UFMG Conservatory and the relationship with its users. The study is based on a literature review, followed by an interview held with the responsible for the communication of the institution, as well asan analysis of the contents posted by the UFMG Conservatory on Facebook, from 01 to 30 August 2015. It intended to demonstrate the importance of online social networks in the expansion and reach of institutional actions nowadays. It was noticed that the proper use of this tool can add more visibility and approach to its target audience, providing significant gains on consolidation of its institutional image.