A imagem institucional da UFRN no facebook: uma proposta de intervenção e monitoramento

Abstract

This work has the aim to analyze the image construction of Universidade Federal do Rio Grande do Norte (Federal University of Rio Grande do Norte) in the social network “facebook”. We know that the technology advances in the last years promoted changes in the social, economic and cultural scope. Of a qualitative and quantitative nature, we crop as main goal the study of Facebook, considered the most popular social network in Brazil and with great repercussion in the world. We perform a bibliographic review and a content analyzes in three groups: the official UFRN fanpage and the groups UFRN and UFRNDepressão. We cut September, October and November 2014, because of the electoral succession management. We assume that the discussions and the posts would be more evidenced at that political moment. We also utilized methodological resources of applying questionnaires, with communication managers from Instituições Federais de Ensino Superior (IFEs) (Federal Higher Education Institutions) from the Northeast of Brazil, and interviews with communications companies from Natal – RN (Brazil), specialized in social network monitoring. The theorical-methodological grounding is founded in the ciberculture authors, Lemos e Lèvy (2010), Castell (1999) e Santaella (2003), in addition to Corrêa (2009), Kunsch (2007), who consider social community a relevant and strategic public for the organizational communication. The research allowed us to conclude that the studied speeches in social network websites has contributed for a good UFRN image and also enabled us to propose a systematic accompaniment of the institutional image.