A comunicação usada no facebook por algumas das marcas mais valiosas do Brasil: uma análise do ranking do INTERBRAND do ano de 2015

Abstract

With the gradual increase in market competitiveness, the number of products and services offered has sped up. The problem is that demand usually does not reach the offer, because the number of products available is bigger than the number of people interested. Before that companies need to generate value to consumers and, thereunto, aim to build strong brand and consolidate them on the market. To reach consolidation, companies began to expand and to achieve new horizons, increasing interaction with clients, for example. These actions helped companies to remain on the market and made them able to survive and stand out before the competition. One of the principal means available nowadays to achieve this interaction is the social network Facebook, which connects millions of users worldwide. In this perspective, the present study aims to analyze the communication used on Facebook by some of the most valuable brands in Brazil, according to InterBrand Ranking in 2015. Therefore, it was performed a descriptive research and a qualitative approach. In order to identify how some of the most valuable brands in Brazil communicate on Facebook, a content analysis was made. To obtain data, a template was created to collect it and to investigate these brands’ fanpage, during August and September 2016. The brands investigated are part of financial segment, beverage industry and retail sector, they are Itaú, Bradesco, Banco do Brasil, Skol, Brahma, Antarctica, Lojas Americanas, Casas Bahia and Extra. It is evidence that each one of the segments presented some kind of spotlight, such as the financial segment is responsible for the biggest number of likes, reactions, shares and comments. Beverage industry has got the higher number of likes in their fan page and the higher commitments in their publications too; however, it is the sector that presented lower number of posts. Regarding retail sector, it was responsible for the biggest quantity of publications per period, also holding focus on publishing products they offer to clients; meanwhile financial segment and beverage industry have focus on interaction, using creative and relaxed content. Regarding brands Bradesco is pointed out for showing the Olympics and Paralympic Games in its publications, promoting several interactive contents based on them, using images, GIFs, videos and online video transmissions. Since the beverage brand Antarctica presented a long time with no post, with no movement on its fan page; whereas Lojas Americanas was responsible for the higher number of publications, making excessive number of posts on a day, which overload fans.