The Galp Energia Case
Universidade Católica Portuguesa CATÓLICA – LISBON School of Business and Economics Approaching the Social Media: The Galp Energia case Author: André Duarte Jorge Advisor: Professor Doutor Pedro Celeste Dissertation submitter in partial fulfilment of requirements for the degree of MSc in Business Administration, at the Universidade Católica Portuguesa, 6th June 2011 “It’s about making sure that we do our job every day to give those fans some sort of meaningful value. Having 10 million people on Facebook who like us would be useless if we did nothing with it.” Alexandra Wheeler, Director of Digital Strategy at Starbucks, 2008 “Marketers, if you’re not doing social technology applications now, you’re officially behind.” Josh Bernoff, co-author of Groundswell: Winning in a World Transformed by Social Technologies , 2009 “For decades, brands have been carefully controlled. Now, with social media, brands are being asked to listen and converse, rather than broadcast. This requires flexibility, trust, and new staffing roles.” Gwyneth Dwyer, Director of Writing Services, Larsen, 2009 ”If a company, or even its chief executive, doesn’t have a presence on social networks today, that company risks not being in the conversation at all. Over time, I believe, that can be fatal to a business”. Brian J. Dunn, CEO of Best Buy, 2010 “We use Facebook to schedule the protests, Twitter to coordinate, and YouTube to tell the world.” Unnamed Cairo activist in the Arab Spring, 2011 1 Universidade Católica Portuguesa PREFACE The present thesis was developed from February to June 2011. The main subject analysed in this work was not the initially topic chosen.
[Show full text]