A gestão estratégica de informações em mídias sociais virtuais como vantagem competitiva para microempresas
Data
2014-05-15
Autores
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Editor
Universidade Federal de Goiás
Resumo
This research has focused on the role and profile of social media towards the approach of
strategic management of information within the scope of the incubation program of UFG
for the decision making process. From this paper it was possible to recognize the media
inter-relationships in the context of information management by analyzing the steps of
identifying, prospecting, selection, value addition, storage, dissemination and feedback
system. This study aimed to verify whether microenterprises carry out the strategic
management of information available on virtual social media to get competitive advantage.
The theoretical basis was provided by large areas of management and social communication
embracing respectively the entrepreneurs, marketing, strategic information management
and virtual social medias. Another related field of knowledge, Information Science, also
brought contributions to the study. This was an exploratory research, since there is no
indication in Brazilian literature from the perspective of the research undertaken. From a
quantitative analysis, a structured survey was developed with open and closed questions
which were then examined according to the literature review carried out. The constituents
of this study consists of eighteen (18) microenterprises which are participants in PROINE
(Programa de Incubação da Universidade Federal de Goiás – a business incubation
program), and fifteen ( 15 ) respondents showed outstanding results indicating that 44 % of
respondents use social media as a virtual source of information, also 73 % use the
information from these media for professional purposes and 100 % of them consider
important the use of virtual social media to assist them in making decisions regarding the
management of their companies. However 38 % use it sporadically and 31 % claim that in
general, the information helps. In addition, It was observed that there is no specific use of
any strategic information management softwares. It was identified that respondents do not
have a systematic or selection tool to track and store this information, leaving it only for
personal knowledge. This research also suggested the importance given by microenterprises
that have insightful administrators who are willing to carry out an administrative and
strategic communication management and use the information derived from virtual social
media in order to have some form of competitive advantage. It was found, however, strong
systems-theoretic entanglement of the treated areas in order to provide scientific,
technological and innovative in dealing with the information to generate competitive
advances. Therefore, It has been established a solid systems-theoretic entanglement of the
treated areas with the aim to provide scientific, technological and innovative advances in
the treatment of information to generate competitiveness.
Descrição
Citação
ALVES, Antônio Cândido Barbosa. A gestão estratégica de informações em mídias sociais virtuais como vantagem competitiva para microempresas. 2014. 149 f. Dissertação (Mestrado em Comunicação) - Universidade Federal de Goiás, Goiânia, 2014.