Estratégias de engajamento nas redes: Um estudo de caso sobre as mídias sociais da Polícia Federal

Abstract

Social media are spaces for interaction with their own characteristics and values. In this scenario, the engagement of users represents more than the increase in likes or comments, but provides the expansion of these values. Although research on these platforms is in progress, studies that address the strategies of state institutions in networks are still scarce. Thus, we sought to answer the following question: which engagement strategies characteristic of the dynamics of social media were used by the institution on the network? To this end, a case study of the Federal Police's institutional profiles on Facebook, Twitter and Instagram was carried out in order to identify strategies to increase user engagement on its institutional page. The use of emotional devices, motivational elements and wide use of hashtags were identified as characteristic features of the dynamics of social media.