Banca de DEFESA: ANA KAMILA SILVA AZEVEDO

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
DISCENTE : ANA KAMILA SILVA AZEVEDO
DATA : 19/08/2019
HORA: 15:00
LOCAL: NEPSA II
TÍTULO:

THE COMUNICATION OF THE PRO-RECORY OF OUTREACH OF UFRN WITH ITS PUBLIC: A CYBERMETRIC STUDY THROUGH DIGITAL AND SOCIAL MEDIA NETWORKS

PALAVRAS-CHAVES:

Information management. Organizational communication. Cibermetria. Metrics. Social networks.

PÁGINAS: 112
GRANDE ÁREA: Ciências Sociais Aplicadas
ÁREA: Ciência da Informação
RESUMO:

We live in a world where information and knowledge have become valuable assets for organizations. Thus, this study has a general objective to understand how the Pro-Rectory of Outreach (PROEX) of the Federal University of Rio Grande do Norte (UFRN) establishes communication with its internal and external public through its Facebook page. Aiming to attend this purpose, we have, as specific objectives: to verify, through cybermetrics, and the indicators of visibility, time and cybermetric impact factor, how the PROEX page is being perceived; identify the existing communication flows in PROEX and propose an action plan for PROEX communication on Facebook. For that, this research has an applied nature, a qualitative and ethnographic approach, with emphasis in the Webnography, and a descriptive purpose. Then, the data obteined through the questionnaires and the
analysis of the postings were commented through the technique of content analysis, as well as the comparison between the forms, trying to identify points in common between the answers; as well as through a Microsoft Excel spreadsheet, displaying the metrics analyzed through tables and graphs. Based on the results found, the action plan proposed for PROEX states that the Facebook page has a low level of engagement by its users and that there is a lack of knowledge of the academic community about the existence of this page. As a result, it is suggested as a communication strategy to carry out a publicity campaign on these profiles and the consideration of the use of a more informal language that is closer to the public, with alternating formats of posts (text, image and video) and with the emphasis on the activities the sector provides. Finally, we also advise several complementary actions that will contribute to the work of managing the organizational communication of the
sector is always in constant evaluation and improvement.

MEMBROS DA BANCA:
Externa à Instituição - FERNANDA ARIANE SILVA CARRERA
Interna - 3061498 - NANCY SANCHEZ TARRAGO
Presidente - 2087429 - PEDRO ALVES BARBOSA NETO