A importância das redes sociais virtuais no relacionamento com os clientes: estudo de caso das estratégias utilizadas pela Companhia Energética do Maranhão – CEMAR

Abstract

This course conclusion work has as its theme the importance of virtual social networks in the relationship with customers. To this end, we conducted a study of the historical evolution of the Internet. After, we study the virtual social networks its fundamentals, elements and perspectives. Also the digital marketing is founded and presented the relationship of internet marketing and strategies currently used to bring brands to customers in virtual social networks. To understand this process, explained the disclosure process, information sharing and interaction typical of a cooperative construction. Approaches to this process in the environment of virtual social networks. The aim of study was to the strategies used by the Energy Company of Maranhão CEMAR in building relationship with your customers on virtual social networks. The company uses different networks to relate to your customers: Facebook, Twitter and YouTube. It was defined as a general object analyze the contributions of virtual social networks in improving the relationship with customers CEMAR. The specific objectives were to raise the theoretical framework of social networks and customer relationships, discuss the importance of relationship marketing and its tools, point the emergence and importance of virtual social networks for communication of organizations, describe how virtual social networks are tools for customer relationship and conduct a case study on the actions taken by the Energy Company of Maranhão - CEMAR in virtual social networks. For this methodology was used as the precepts of the case study, using different sources for data collection: documents, direct observation and participant observation. The main conclusion reached was that while CEMAR use of various social networks and structured to talk to their customers, was not used in its entirety because it was observed that some questions and comments had no response from the company, which it is a key issue for building a relationship in social networks.