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Facebook as an Organizational Communication Tool: a Brazilian study.
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, , Universidade Municipal de Sao Caetano do Sul, Brazil

EdMedia + Innovate Learning, in Denver, Colorado, USA ISBN 978-1-880094-95-2 Publisher: Association for the Advancement of Computing in Education (AACE), Waynesville, NC

Abstract

This paper studies organizational communication in corporate profiles on Facebook. Analyze relationships between companies and stakeholders. Exploratory in nature, is a documentary research and content analysis of the text messages. The corpus was based on the Top of Mind in 2010, conducted by Datafolha (Brazilian institute) and selected three companies (Nike, Skol and Gol), which the highest number of accesses. To select the posts, two 'weeks' were artificially created from January to June of 2011. A new type of content, not fitted in traditional concepts of Organizational Communication, was found and called “relational content”. This research aims to contribute with organizational communication studies in virtual media. The results showed institutional and marketing intent predominate on Facebook. However a representative portion of the messages showed the intention to establish conversations with users for being accepted in social groups articulated in the virtual networks.

Citation

Goulart, E. & Gollner, A. (2012). Facebook as an Organizational Communication Tool: a Brazilian study. In T. Amiel & B. Wilson (Eds.), Proceedings of EdMedia 2012--World Conference on Educational Media and Technology (pp. 37-42). Denver, Colorado, USA: Association for the Advancement of Computing in Education (AACE). Retrieved April 19, 2019 from .

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