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Mundo digital e os bancos brasileiros: uma análise do uso das redes sociais
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Abstract(s)
Este estudo destaca o contexto digital, procurando mostrar uma análise do uso das redes sociais pelos bancos brasileiros. O objetivo geral concentrou-se em analisar o uso das redes sociais pelos bancos Itaú, Santander, Bradesco e Banco do Brasil. Para auxiliar no desenvolvimento do estudo, foram propostos os objetivos específicos para identificar as informações sobre a utilização das redes sociais dos bancos; identificar as formas de uso das redes sociais pelos bancos e analisar a efetividade do uso das redes sociais dos bancos. O método possui abordagem qualitativa, natureza descritivo-exploratório, com estratégia de estudo de caso múltiplo, cujos bancos participantes foram Banco do Brasil, Bradesco, Itaú e Santander e as redes sociais investigadas foram Facebook, Instagram, Twitter e YouTube. Os resultados mostram que o Banco do Brasil e Santander possuem, explicitamente, uma estratégia de utilização com todas as redes sociais, identificada pelas postagens diárias, interações, e número de adesão de correntistas nas redes sociais. O Itaú se destaca no Twitter, com publicações diárias e enquetes para interagir com seus seguidores. O Bradesco diminuiu sua interação nas redes sociais, quando comparado com o ano anterior, o que sinaliza que as redes sociais não parecem estar na estratégia de marketing do banco nesse momento. Ainda, para todos os bancos, as interações com os seguidores na rede social Facebook, em sua maioria, não condizem com as postagens, ou seja, os bancos incluem suas postagens e os comentários dos seguidores remetem a assuntos diferentes, como reclamação, dificuldades e dúvidas sobre os serviços bancários. Quanto às redes sociais, verificou-se que a rede social YouTube é a rede que possui menor interação dos bancos com seus inscritos, o que indica que eles não observam essa rede social como relacionamento, apenas como postagens de vídeos institucionais, tutoriais, promocionais e informativos. A partir dos resultados, sugere-se que os bancos invistam nas redes sociais como um meio de solucionar problemas, pois os clientes vão nesses canais para serem atendidos, talvez porque não consigam a atenção que necessitam em outros canais de atendimento. Por isso, os bancos precisam identificar outras formas de atendimento com os clientes para que eles não entrem nas redes sociais apenas para reclamarem ou tirarem suas dúvidas, mas para aproveitarem as postagens que são realizadas, sejam informativas, promocionais ou institucionais. O estudo também apresenta implicações gerenciais para cada banco.
This study highlights the digital context, seeking to show an analysis of the use of social networks by Brazilian banks. The overall objective was to analyze the use of social networks by banks Itaú, Santander, Bradesco and Banco do Brasil. To assist in the development of the study, specific objectives were proposed to identify information on the use of banks' social networks; identify the ways in which banks use social networks and analyze the effectiveness of using banks' social networks. The method has a qualitative approach, descriptive-exploratory in nature, with a multiple case study strategy, whose participating banks were Banco do Brasil, Bradesco, Itaú and Santander and the social networks investigated were Facebook, Instagram, Twitter and YouTube. The results show that Banco do Brasil and Santander have, explicitly, a usage strategy with all social networks, identified by daily posts, interactions, and number of account holders on social networks. Itaú stands out on Twitter, with daily publications and polls to interact with its followers. Bradesco decreased its interaction on social networks, when compared to the previous year, which signals those social networks do not seem to be in the bank's marketing strategy at this time. Still, for all banks, interactions with followers on the Facebook social network, for the most part, do not match the posts, that is, the banks include their posts and the followers' comments refer to different issues, such as complaints, difficulties and doubts about banking services. As for social networks, it was found that the YouTube social network is the network that has the least interaction between banks and their subscribers, which indicates that they do not observe this social network as a relationship, only as posts for institutional videos, tutorials, promotions and informative. From the results, it is suggested that banks invest in social networks as a means of solving problems, as customers go to these channels to be served, perhaps because they do not get the attention, they need in other service channels. Therefore, banks need to identify other forms of service with customers so that they do not enter social networks just to complain or answer their questions, but to take advantage of the posts that are made, whether informative, promotional or institutional. The study also has managerial implications for each bank.
This study highlights the digital context, seeking to show an analysis of the use of social networks by Brazilian banks. The overall objective was to analyze the use of social networks by banks Itaú, Santander, Bradesco and Banco do Brasil. To assist in the development of the study, specific objectives were proposed to identify information on the use of banks' social networks; identify the ways in which banks use social networks and analyze the effectiveness of using banks' social networks. The method has a qualitative approach, descriptive-exploratory in nature, with a multiple case study strategy, whose participating banks were Banco do Brasil, Bradesco, Itaú and Santander and the social networks investigated were Facebook, Instagram, Twitter and YouTube. The results show that Banco do Brasil and Santander have, explicitly, a usage strategy with all social networks, identified by daily posts, interactions, and number of account holders on social networks. Itaú stands out on Twitter, with daily publications and polls to interact with its followers. Bradesco decreased its interaction on social networks, when compared to the previous year, which signals those social networks do not seem to be in the bank's marketing strategy at this time. Still, for all banks, interactions with followers on the Facebook social network, for the most part, do not match the posts, that is, the banks include their posts and the followers' comments refer to different issues, such as complaints, difficulties and doubts about banking services. As for social networks, it was found that the YouTube social network is the network that has the least interaction between banks and their subscribers, which indicates that they do not observe this social network as a relationship, only as posts for institutional videos, tutorials, promotions and informative. From the results, it is suggested that banks invest in social networks as a means of solving problems, as customers go to these channels to be served, perhaps because they do not get the attention, they need in other service channels. Therefore, banks need to identify other forms of service with customers so that they do not enter social networks just to complain or answer their questions, but to take advantage of the posts that are made, whether informative, promotional or institutional. The study also has managerial implications for each bank.
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Keywords
Redes sociais Bancos brasileiros Marketing digital Social networks Brazilian banks Digital marketing