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Twitter as a Public Relations tool to build relationships: a multicase study

Grant number: 12/14976-7
Support type:Scholarships in Brazil - Scientific Initiation
Effective date (Start): February 01, 2013
Effective date (End): December 31, 2013
Field of knowledge:Applied Social Sciences - Communications - Public Relations and Propaganda
Principal Investigator:Roseane Andrelo
Grantee:Amanda Cristina Doimo
Home Institution: Faculdade de Arquitetura, Artes e Comunicação (FAAC). Universidade Estadual Paulista (UNESP). Campus de Bauru. Bauru , SP, Brazil


Technological developments in information technology and telecommunications sectors, more precisely with the advent of Web 2.0 has enabled the exchange of information and commodities instantly. In the corporate environment, organizations that ignore the phenomenon of social media began to lose investments and opportunities. Companies could no longer control whether your brand or name would be mentioned or not, users could create content to complain, praise, suggest a product without the direct intervention of the company. In this scenario, we see the difficulty and the challenge for communicators of the companies that saw the need to be present in the media and hear what is being spoken spontaneously from its brands: how to act? Even today there is a completely defined strategy of how a company should operate in an environment like Twitter, generating too much of profiles that are too personal or too impersonal, placing unnecessary and uninteresting information. It is known to work with social media is still a learning path. However, this paper aims to research and establish guidelines for organizations on how to act in Twitter, through case studies of three representative companies in various segments. They are: Ponto Frio, Banco Bradesco and Positivo Informática.