The Communication Management of 5 Companies considered The Best to Work in Portugal: The Case of “Facebook” and “Linkedin”

Abstract

The Online Social Networks have been assuming a fundamental role in the daily life of the Organizations. These are the ones that often contribute to the construction of the organizational image and are seen as extremely important communication and marketing tools (Gilpin, 2010; Weiss, 2011; Witzig, Spencer & Galvin, 2012). In this sense, the need arises to understand how some organizations manage their external communication through “Facebook” and “Linkedin”. For this, we selected the 5 companies considered the best to work in Portugal in 2017 and analyzed their “Facebook” and “Linkedin” pages. In general terms, these companies essentially share information about their history, mission and values and about their events through text and image. Few organizations use messages related to the promotion of their goods and services. The present investigation has an exploratory character, and its results are very descriptive. Thus, in future studies, a more in-depth and longitudinal investigation is suggested, also examining the type of public of the organizations in analysis.