Gestão da informação e mídias sociais para o engajamento dos atuais e futuros estudantes nas universidades
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Data
2020-07-17
Autores
Barbosa, Everaldo Henrique dos Santos [UNESP]
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Editor
Universidade Estadual Paulista (Unesp)
Resumo
As redes sociais, em especial, contribuem de maneira representativa para o compartilhamento da informação, disseminação da informação e a construção do conhecimento para o desenvolvimento da gestão da informação. Os dados e informações presentes nas mídias podem ser processados, interpretados e analisados, identificando métricas que possam identificar o nível de engajamento dos usuários, podendo promover o engajamento de atuais e futuros estudantes. Realizar a gestão da informação facilita a otimização de recursos informacionais e, além disso, o engajamento em mídias sociais gera oportunidades estratégicas para a captação de estudantes em amplo nível geográfico. Esta pesquisa promove um estudo sobre a inter-relação da gestão da informação e mídias sociais para o engajamento dos atuais e futuros estudantes em potencial. Assim, diante dessas concepções, logo, o problema de pesquisa está vinculado à questão que permite responder quais as estratégias de conteúdo contribuem para o engajamento nas mídias sociais dos atuais e futuros estudantes das universidades. O objetivo geral consistiu identificar as estratégias de conteúdo mais apropriadas para o uso das mídias sociais no engajamento dos estudantes de universidades. Os objetivos específicos se deram em analisar os conceitos sobre a literatura da gestão da informação e mídias sociais, identificar qual tipo de conteúdo existente nas mídias sociais desperta mais atenção dos estudantes, investigar quais tipos de medidas que permitem verificar informações do comportamento dos estudantes para identificar os sinais de engajamento. Esta pesquisa se caracteriza como exploratório-descritiva, de natureza quali-quantitativa Gil, 2002, o método se designa no estudo de caso de Yin, 2010, realizado na Faculdade de Tecnologia – FATEC, localizada na cidade de Garça, estado de são Paulo, Brasil. Os sujeitos da pesquisa envolvem 109 estudantes da instituição e 2 funcionários responsáveis pelas mídias sociais. A coleta de dados se deu por meio da pesquisa documental, mediante informações disponibilizadas no perfil social da instituição e troca de e-mails; aplicação do questionário e da entrevista estruturada. No que tange à análise dos dados coletados, foi realizada a triangulação das três técnicas utilizadas, com base na construção de um quadro conceitual da inter-relação dos conceitos de gestão da informação e mídias sociais. O perfil social da instituição, no Facebook, possui 4932 usuários e possui 246 publicações para um intervalo de um mês, foram observados os sinais de engajamento dos usuários e foram constatadas as publicações do tipo foto como as que mais obtiveram envolvimento por parte dos internautas. Foi possível identificar que o período de vestibular é quando a instituição aumenta o fluxo de publicações. Além disso, os resultados apresentaram que do total de estudantes pesquisados, 82,6% afirmaram que se sentem mais próximos da instituição. Desse modo, a presente pesquisa permitiu identificar fatores relevantes para o aprimoramento do manuseio das mídias sociais por instituições e na promoção de resultados satisfatórios na captação de estudantes e engajamento em mídias sociais por meio da gestão da informação.
The social networks, in special, contribute in a representative manner to the sharing of information, the dissemination of information and the construction of knowledge for the development of information management. The data and information present in the media can be processed, interpreted and analyzed, identifying metrics that can identify the level of engagement of users, and can promote the engagement of current and future students. Performing information management facilitates the optimization of informational resources and, in addition, engagement in social media generates strategic opportunities for attracting students at a wide geographic level. This research promotes a study on the interrelationship of information management and social media for engagement. Thus, in view of these conceptions, therefore, the research problem is linked to the question that allows us to answer which content strategies contribute to the engagement in social media of current and future university students. The overall objective was to identify the content strategies for social media that are most appropriate for engaging current and future students in universities. The specific objectives were to analyze the concepts on the literature of information management and social media, to identify what type of content on social media arouses the most attention of students, to investigate what types of measures that allow verifying information on student behavior to identify the signs of engagement. This research is characterized in a descriptive-exploratory, qualitative and quantitative nature Gil, 2002, the method is designated in the case study of Yin, 2010, carried out at the Faculty of Technology - FATEC, located in the city of Garça, state of São Paulo, Brazil. The research subjects involve 109 students from the institution and 2 employees responsible for social media. Data collection took place through documentary research, using information available in the institution's social profile and exchange of e-mails; application of the questionnaire and structured interview. Regarding the analysis of the collected data, a triangulation of the three techniques used was carried out, based on the construction of a conceptual framework of the interrelation of the concepts of information management and social media. The social profile of the institution, on Facebook, has 4932 users and has 246 publications for an interval of one month, the signs of engagement of the users were observed and the photo-type publications were found to have the most involvement by internet users. It was possible to identify that the vestibular period is when the institution increases the flow of publications. In addition, the results showed that of the total number of students surveyed, 82.6% stated that they feel closer to the institution. In this way, the present research allowed the identification of relevant factors for the improvement in the handling of social media by institutions and in the promotion of satisfactory results in attracting students and engaging in social media through information management.
The social networks, in special, contribute in a representative manner to the sharing of information, the dissemination of information and the construction of knowledge for the development of information management. The data and information present in the media can be processed, interpreted and analyzed, identifying metrics that can identify the level of engagement of users, and can promote the engagement of current and future students. Performing information management facilitates the optimization of informational resources and, in addition, engagement in social media generates strategic opportunities for attracting students at a wide geographic level. This research promotes a study on the interrelationship of information management and social media for engagement. Thus, in view of these conceptions, therefore, the research problem is linked to the question that allows us to answer which content strategies contribute to the engagement in social media of current and future university students. The overall objective was to identify the content strategies for social media that are most appropriate for engaging current and future students in universities. The specific objectives were to analyze the concepts on the literature of information management and social media, to identify what type of content on social media arouses the most attention of students, to investigate what types of measures that allow verifying information on student behavior to identify the signs of engagement. This research is characterized in a descriptive-exploratory, qualitative and quantitative nature Gil, 2002, the method is designated in the case study of Yin, 2010, carried out at the Faculty of Technology - FATEC, located in the city of Garça, state of São Paulo, Brazil. The research subjects involve 109 students from the institution and 2 employees responsible for social media. Data collection took place through documentary research, using information available in the institution's social profile and exchange of e-mails; application of the questionnaire and structured interview. Regarding the analysis of the collected data, a triangulation of the three techniques used was carried out, based on the construction of a conceptual framework of the interrelation of the concepts of information management and social media. The social profile of the institution, on Facebook, has 4932 users and has 246 publications for an interval of one month, the signs of engagement of the users were observed and the photo-type publications were found to have the most involvement by internet users. It was possible to identify that the vestibular period is when the institution increases the flow of publications. In addition, the results showed that of the total number of students surveyed, 82.6% stated that they feel closer to the institution. In this way, the present research allowed the identification of relevant factors for the improvement in the handling of social media by institutions and in the promotion of satisfactory results in attracting students and engaging in social media through information management.
Descrição
Palavras-chave
Engajamento em mídias, Gestão da informação, Mídias sociais, Redes sociais, Information management, Media engagement, Social media, Social networks