Facebook e twitter: prismas ambientais

Abstract

This master dissertation is amed at characterizing the management of social media for environmental NGOs as platforms of relationship between these organizations and their public. It is conceived as a case study with multiple qualified informers, including Fundação SOS Mata Atlântica, Greenpeace Brasil, Tamar Project, and the WWF Brazil. Therefore, an observational survey was made in two periods: During the United Nations Conference on sustainable development-Rio +20, taken place in 2012 -, and one year before that. Furthermore, a field research was applied to those organizations, in order to verify how the process takes place for management of the online social networks managed by them. By means of the statistical data obtained, it was possible to reveal the picture of the performance of Facebook and twitter accounts of the environmental NGOs integrating this study. Further, it made possible to evaluate the extent and influence of the organizations with their public, the interaction of the same in the digital platforms, and the social mobilization capability. The conclusion of this study is in the sense of proposing that these organizations should attempt to achieve a better performance in the management of their accounts, that is, with a greater efficiency and effectiveness, for the purpose of appropriating the entire potential made available by the environment of the social online networks. Therefore, a guide is presented with practices and conducts that should be adopted by those organizations in order that they may easily achieve their objectives and goals.