Social Media in Azorean Organizations: Policies, Strategies and Perceptions

Abstract

Abstract-SocialThe results demonstrate that the majority of organizations involved in the study already use social media and that almost all of them use Facebook. The main reasons are to reach a wider audience, to increase notoriety and to communicate with customers. The most relevant difficulty felt after joining the social media is the lack of resources and availability. Marketing initiatives and content creation are the most-used activities. Remarkably, more than half don't have a defined strategy, nor use measuring instruments to assess their presence. However, they consider that social media enhance their performance.Social media is a widely studied topic from the consumer's point of view, but there is still little investigation from an organizational perspective. This work sought to contribute to the knowledge about the use and involvement of organizations in social media, especially in the peripheral context.