A comunicação da Pró-Reitoria de Extensão da UFRN com seu público: um estudo métrico via mídias e redes sociais digitais

Abstract

We live in a world where information and knowledge have become valuable assets for organizations. Thus, this study has a general objective to understand how the Pro-Rectory of Outreach (PROEX) of the Federal University of Rio Grande do Norte (UFRN) establishes communication with its internal and external public through its Facebook page. Aiming to attend this purpose, we have, as specific objectives: to verify, through the metrics provided by Facebook, how the PROEX page is being perceived; identify the existing communication flows in PROEX and propose an action plan for PROEX communication on Facebook. For that, this research has an applied nature, a qualitative and quantitative and ethnographic approach, with emphasis in the Webnography, and a descriptive purpose. Then, the data obteined through the questionnaires and the analysis of the postings were commented through the technique of content analysis, as well as the comparison between the forms, trying to identify points in common between the answers; as well as through a Microsoft Excel spreadsheet, displaying the metrics analyzed through tables and graphs. Based on the results found, it was found that the Facebook page has a low level of engagement by its users and that there is a lack of knowledge of the academic community about the existence of this page. As a result, it is suggested as a communication strategy for the action plan to carry out a publicity campaign on these profiles and the consideration of the use of a more informal language that is closer to the public, with alternating formats of posts (text, image and video) and with the emphasis on the activities the sector provides. Finally, we also advise several complementary actions that will contribute to the work of managing the organizational communication of the sector is always in constant evaluation and improvement.