Communication agencies and social media as a communication strategy – Portuguese case study

Abstract

The topic "communication agencies and social media as a communication strategy" arose from the need to understand how digital platforms, namely social media, are used as a communication strategy in the business world. Nowadays, organisations are increasingly aware of the importance of digital platforms and social media in the communication of their products and services, as well as their brand image. The online communication of an organisation has to be coordinated, the different channels and tools have to be in harmony and the message and image have to articulate with each other. Thus, the research question "What is the importance of digital platforms and social media as a communication strategy? The research objectives are: (1) to understand the importance of using digital platforms and social media as a communication strategy for organisations; (2) to analyse the management and production of digital content by a communication agency; (3) to identify what type of company requests a communication strategy; (4) to analyse the change in communication strategies after COVID-19. Methodologically, this case study will describe the communication strategy of a communication agency, using digital platforms and social media, and how it applies it in the communication management of client companies. This analysis will be enriched by an interview with the CEO and Creative Director of the communication agency under study. The results reiterate that companies are increasingly investing in communication through digital platforms, with the aim of reaching the consumer faster and more easily. Through this research it was possible to find out that digital platforms have a great importance in the companies' communication strategy, being fundamental for their dissemination and contact with the potential consumer.