Comunicação organizacional e redes sociais: o uso de manuais de comunicação na era digital

Abstract

The growth of social networks fostered the challenges of organizational communication production - through a Communication Advisor - more effective and humanized. That social interaction networks require the communication professionals a greater complexity of succeeding in a clear and accessible speech, without leaving aside the identity of each advisor and the particularities of the virtual environment. Considering the Communication Advisory Manuals have increasingly approached the universe of social networks with the mission of qualifying the professionals of your team to meet the demands of digital. The present study analyzes six manuals aimed at professionals of the public institution's communication office from the year 2018, electing match standards determined by the authors. Therefore, it’s possible to observe similar dynamics and differences defined as socially accepted, to be put into practice in the exercise of Organizational Communication on social networks. The methodology adopted was based on Content Analysis, enabling us to understand that the analyzed works contribute significantly to the detailing of essential conducts (with regard to interaction when dialoguing with the public) and technical knowledge (on specific tools of each social network) for communication advisors in the digital age.