Design estratégico para projetos em mídias sociais: orientações para o uso do facebook pelas Instituições de ensino superior

Abstract

This study developed a set of guidelines from the viewpoint of Strategic Design, to guide the strategies of higher education institutions in the use of social media as a communication channel, in this case Facebook. This is an exploratory of qualitative nature research that observed four Higher Education Institutions, the access to their Facebook page and their website. For data collection the technique used was semi-structured interviews with students Facebook-users to know how they use this social media to communicate with their University, and with design professionals who work with this social media, to understand which practices are more common in this type of relationship. The main purpose of this monitoring was to observe the predominant type of posting and how the organization is positioned in relating and responding to their users. Thus, it was possible to know the relationship established with the three stakeholders involved (users, institutions and professionals), identify the existing problems, triangulate the data collected, and analyze them in the light of the theories used in the general configuration of the work. Nevertheless, the projective propose guidelines for visualization solutions to the problems identified. Finally, there are proposed twenty-six (26) projective guidelines (concepts) for five (5) different scenarios whose names are metaphors that were inspired on the creation of an account on social media. It is believed that the results obtained may contribute to the professional practice and fill, even if partially and provisionally, identified gaps. The intention is to contribute to a better use of current platforms, as well as those that are to come, to propose improvements in organizational communication with their public institutions.