Facebook e identidade organizacional : uma análise da presença do Instituto Metodista Granbery (MG) na rede social

Abstract

The aim of this work is to understand the articulation of the triad Organizational Identity – Facebook – Education through the analysis of the elements and strategies of the Instituto Metodista Granbery on its Fan Page, where it intends to get closer to its public and enhance its reputation by means of online relationship. We observe the relevance of the hypothesis that Facebook, the most accessed social network in the world, is now consolidated as an expressive communication channel for an organization with its stakeholders, a space of identities negotiation, elaboration of perceptions and a great chain of influences from the impressions and experiences of the other. Among the vast reach and the segmentation opportunities, the social network demand a new attitude of the institutions to be able to aggregate content in this age of sharing, while maintaining alignment with its identity. When it comes to a religious century-old organization, and of the educational area, the challenge of balancing tradition and modernity can be even greater. Thereby, we work the identity issue initially and then the concept is shifted to the organizational level, along with the image and reputation. The route includes current reflections on the management of Facebook from the perspective of communications, and the panorama of the new generations that occupy the school chairs. Through methodologies as Virtual Ethnography and Content, and the technique Interview Analysis in Depth, we seek to understand the immersion process of the educational institution on interactive territory, as well as the challenges and achievements.