COMUNICAÇÃO EMPRESARIAL, INTERATIVIDADE E REDES SOCIAIS: ESTUDO DE CASO DA EMBRAPA SOLOS

• Ano de defesa: 2011
• Autor(a) principal: Santos, Elisângela Roque dos
• Orientador(a): Bueno, Wilson da Costa
• Banca de defesa: Giacomini Filho, Gino , Queiroz, Adolpho Carlos Françoso
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Metodista de São Paulo
• Programa de Pós-Graduação: PÓS GRADUAÇÃO EM COMUNICAÇÃO
• Departamento: Processo Comunicacionais
• País: BR
• Palavras-chave em Português: redes sociais; Web 2.0; comunicação empresarial; novo marketing.
• Palavras-chave em Inglês: social networking; Web 2.0; business communications; new marketing.
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede.metodista.br/jspui/handle/tede/930

This research aims to examine how interactivity and transparency have become the new paradigm of business communications and how companies are dealing with this new reality, manifested in the emergence and proliferation of social networks. Not just corporate communication, but marketing and customer service were deeply affected by Web 2.0 and this work tries to reflect this new era by choosing a qualitative study, where they were administered structured questionnaires and semi-structured, in addition to participant observation. This is a case study at Embrapa Solos, the first research center of the Brazilian Agricultural Research Corporation to implement corporate blogs when little was said about the subject. Over the past five years since the first posts were published, much has changed in the delicate balance of power information x / x enterprise consumer. This study concludes that despite the advances that blogs have provided not only to Embrapa Solos, but other companies that have adopted this and other social networks, there is still a long way to go, the flattening of structures and real democratization of information.