Monitoramento de imagem na internet: um estudo de caso

Abstract

Nowadays it is known that tecnologies and the popularization of the internet have been changing the communicational context in companies. The digital social media provide differente forms of communication, serving not only as a place for exchange of information, but also a place of cultural production that promotes a change in the network society. This monograph has as research problem analyze how does the monitoring image in digital context through a bibliographic review and a case study (YIN, 2005) and a semistructured interview asynchronous (JOHNSON, 2010) with the major service providers for digital monitoring. Therefore the subject of this study refers to the monitoring of digital media, and is delimited to the study of digital media monitoring by major ares businesses, which constitute in the object of research. Will be treated in the study: conceptions of organizational communication, digital medias and image monitoring. The general goal of this study is to analize and understand the processes of image monitoring on the internet. The specific goals are to ascertain what the main tools used by these companies to monitor the image of organizations in online social networks. Was possible to identified, at the end of study, how the image monitoring is carried out in social media through free tools, paid software, well planned strategies and hiring specialized companies. The study helped in identifying the specialized companies that offer a high quality service, enabling gauge the results and measure the performance of organizations in social media, which can help organizations to achieve their goals.