INDICADORES DE MATURIDADE DAS PLATAFORMAS DE MÍDIAS SOCIAIS – instrumento de estratégia de Marketing de Relacionamento para as pequenas e médias empresas Goiânia -

Abstract

To know social media generate results which act in building up relationship between companies and its clients in these medias is a challenge specially for small and medium-sized business (SMBs) which show financial difficulties to invest. Although a lot is said about the use of social media (SM), like the Facebook, Instagram, Twitter, LinkedIn and others that appear every day, its use has been done for advertisement, promoting and mainly for sales. If used strategically in the Relationship Marketing, these social media can generate competitive advantage for the SMBs, especially with focus on the satisfaction and loyalty. Observing the SMBs necessities to access this knowledge, this work aims to find out indicators of the SM that aid the development of strategies of relationship Marketing for those average companies. For the identification of these indicators, it was done an exploratory research, with the qualitative method and depth interview techniques and the content analyses. The data collect was done with 12 people, being 3 professional specialists that work with social media and 9 marketing directors of companies from Goias. The results highlighted by the interviews could established and approach the relationship with the client by interacting with the interesting contents. The interactivity of the content with the solve problem and complaining generated clients satisfaction and made them more engaged with the company. His engaging became stronger and interested in its actions, developing loyalty. With its indicators the SMBs will build up its Marketing strategies and that may promote actions and content which generates satisfaction and engagement and as a result, clients loyalty.