Estratégia de uso e análise das métricas de engajamento das mídias sociais no setor público: uma análise do caso da Embrapa.

Abstract

This research is about the use of social media by the public sector, specifically in a public company. Therefore, a study was carried out on the use of social media at Embrapa, in order to verify if the company can, in fact, establish a dialogue with its public and, from this communication, restructure and redirect its actions to better meet expectations. of the beneficiary public. In other words, this research aimed to identify the use strategies and analyze the contributions that the monitoring of Embrapa's profile on social media has brought to the choice of activities and actions developed by Embrapa. Therefore, it should be noted that the very use and appropriation of social media by both governments and society is a new phenomenon. It is very common to find information and studies on social media in the Private Sector. However, the use of social media in the Public Sector, specifically in a public company in the agricultural sector, happens on a smaller scale. Thus, this study has the potential to contribute to the understanding of these processes, thus creating research possibilities and subsidies for the practice of management. The approach was qualitative with a descriptive nature and, through a case study with direct observation of social media in Embrapa profiles and institutional documents, we sought to characterize the use of social media. Using an analysis model, it was possible to identify the strategy for using social media in the company. The results showed the existence of an administrative structure and normative and legal regulation regarding the use of social media at Embrapa; the actors and processes involved with this use of social media. It was found that Embrapa uses the Push strategy. This study presented contributions, demonstrating the potential that social media have to bring the public sector and society together, as well as enabling transparency, allowing the population to become aware of the actions of public bodies.