Engajamento e comunicação: publicações em redes sociais do Asilo São Vicente de Paula

Abstract

This undergraduate thesis examines the influence of social media on engagement and communication within a Long-Term Care Institution (LTCI), specifically Asilo São Vicente de Paula (ASVP). The research aims to understand which communication strategies used on Facebook and Instagram are effective in engaging the institution's external audience. (ASVP) maintains an active Facebook page with 4,376 followers and an Instagram page with 494 followers. Exploring these platforms is crucial to understanding how the (LTCI) communicates with its audience and identifying strategies that generate higher engagement. The primary objective of this research is to analyze the effectiveness of communication strategies employed by (ASVP) on its social media platforms. It seeks to comprehend the practices that facilitate the flow of information between the institution and its audience, establishing a solid relationship that builds credibility within the community. The guiding question of this study is: "Which communication strategies used on Facebook and Instagram by Asilo São Vicente de Paula (ASVP) have been/are effective? What information flow enables the institution to establish good relationships that garner credibility within the community?" Therefore, this work aims to contribute to the field of Public Relations by providing a deeper understanding of how social media can effectively engage external audiences and improve communication within an (LTCI). At the same time, it aims to offer