As estratégias de comunicação da empresa Netflix no Twitter

Abstract

The ambience of the internet increasingly provides space for organizations to put into practice communication strategies with the goal of generating relationships with their audiences. However, for such a practice to be successfully carried out, it requires a great deal of attention and knowledge from the communicator about the effectiveness of their strategies and whether they fit the different platforms. This work has as its theme the communication strategies undertaken by the company Netflix, in the digital platform twitter and is limited to the observation of the behavior of the brand in the digital ambiance, from the analysis of the tweets published in the month of October, 2018, by the profile @NetflixBrasil. The problem seeks to understand: what communication strategies are undertaken by Netflix on twitter to relate to its audiences? Therefore, it is intended to understand how the organization's relationship with its stakeholders occurs and if the company is successful in this regard. The overall goal is to analyze the communication strategies used by Netflix on the Internet and the specific objectives are to: identify communication strategies used by the company in Netflix posts on twitter; to point out in the posts how the relationship with the interacting public occurs; and understand the positioning adopted by the brand in the virtual environment for the Brazilian public. To understand the objectives of this qualitative exploratory research, we proceeded by the method of systematic observation (GIL, 2009).