Análise do uso de redes sociais para vendas e engajamento de anunciantes utilizadas por uma emissora de rádio

Abstract

The use of social media for conducting business allows companies to connect directly with their audience, fostering interactions that strengthen relationships and increase sales opportunities. This technical report aims to highlight the results of the diagnostic conducted at the organization 94 FM, a radio station located in the city of Dourados, in the state of Mato Grosso do Sul. The diagnosis sought to analyze the station's use of social media, evaluating the performance of these platforms in terms of sales and advertiser engagement. The objective was to identify gaps that could indicate opportunities for improvement, aiming to enhance performance and financial returns from the social media platforms used by the station. To develop the study, an exploratory approach was adopted, based on theoretical references about social media and the case study method. This method allowed for characterizing the station, understanding its context, and proposing new alternatives grounded in literature to increase advertiser engagement and improve results.