MÍDIAS SOCIAIS: UMA ANÁLISE COMPARATIVA DAS MELHORES PRÁTICAS E AÇÕES DE MARKETING EM BLOGS E MICROBLOGS

Abstract

The growth of social media has resulted in thepursuit of new methods of action with regard to directactions of Marketing. From this observation, this paperpresents a comparative and analytical study of bestpractices used in two specific tools: blogs andmicroblogging. This involved, first, the theoretical study ofsocial media: concept, characteristics, types, humancomputerinterface, uses and sharing. Then were surveyedthe best practices and marketing actions for this kind ofspecific follow-up. The combination of all of these elementsresulted in the structuring of criteria (or indicators) forcomparative analysis of blogs and microblogging. This is anattempt to collaborate in the definition of subsidies andmetrics that can be used to measure the effectiveness of aparticular marketing campaign in these vehicles or even laydown parameters for their design.Index Terms ⎯ social media, marketing best practices,blogs, microblogs.