As redes sociais virtuais como ferramenta de relacionamento: o estudo de uma distribuidora privada de energia elétrica

Abstract

The organization has been in the market for 112 years. It is one of the largest private groups in the Brazilian electric sector, serving a population of approximately 16 million people. In this range, the opportunities for development and growth are many, especially in the area of digital marketing. This new reality encourages organizations to search for spaces and position themselves in the online environment, developing problem-solving skills even faster and more dynamically. Nevertheless, one of the main goals of the work is focused on the process of interactive dynamics between company and customer, in the social network Facebook. The methodological procedure adopted in this research was the case study, also supported by exploratory-descriptive research, through participant and unsystematic observation. In order to collect the information, the observation was applied in between from July 7, 2016 to September 8, 2016, and as a way of obtaining complementary data a structured interview was conducted with the manager responsible for the sector of Digital Channels of the company. The organization's Fan Page was observed, as it is associated with customer service mechanisms and relationship provider. It was found that although the company does not develop relationship marketing effectively at certain times, it is fully aware of the power of the tool when it is used properly.