ORGANIZAÇÕES E REDES SOCIAIS: COMO FORTALECER OS RELACIONAMENTOS A PARTIR DA INTERATIVIDADE

Abstract

The article analyzes social networks and their potential to help organizations in improving the institutional and market relationships, from the interaction with stakeholders. The business performance shows that there is huge gap between the potential of digital communication and their exploitation by organizations. After researched material, it can be seen that the strategies with this type of communication organizations repeat the same mistakes already checked in using traditional means. In this case, it seems still to prevail a logical broadcast network to the detriment of Socialcast network. The one-way communication, without regard to the wishes and aspirations of the public interest, leads firms to lack of conversation in an environment whose raison d'être is the interactivity itself. And in this case, more is invested in perception and attempt to persuade the public than the very will to address it.

Keywords – Communication. Information. Organization. Relationship. Stakeholders.