Monitoramento de métricas de marketing digital na escola de idiomas Hey Peppers!

Abstract

The present research has as general objective to understand what digital marketing strategies are used in social networks of the language school Hey Peppers! Palmeira das Missões contributes to a greater engagement of followers and consumers. For this, an experiment was carried out for 60 days on Hey Peppers! social networks, controlling the published content, and monitoring the metrics, user interactions and engagement. This is experimental, applied, descriptive and quantitative research. In total, there were 53 different posts in the feed and 267 stories on the social networks Facebook and Instagram, noting that in general, followers behave differently in the two networks, with Instagram having higher and more significant interaction results than Facebook. The strategy understood as responsible for greater engagement on both networks is the use of employees as spokespersons, small influencers brand, bringing recognition and approach with the followers and making viral content. Regarding the engagement calculations, it is concluded that the most liked or commented publication will not always be the one with the best engagement rate, as the values become higher when the difference between the reach and interactions metrics is smaller. The importance of the theoretical review regarding digital marketing, social networks and metrics is highlighted, a topic that is still relatively new, but the understanding and measurement of this digital informations is strongly necessary both in organizations and in academia.