Comparação do alcance e engajamento da rede social Facebook pós mudança do algoritmo: estudo de um shopping center da cidade de Maceió 2017 vs 2018

Abstract

The advancement of the internet has contributed considerably to new forms of management and interaction with customers, being a production platform, responsible for the sale of goods and services, effectively becoming one of the pillars of the digital revolution. Using this prism as a research aspect, focused on the business environment, there is a significant influence of social networks, which, with the consolidation of the internet, have become an efficient means of communication between companies and their public of interest. The social network that the work aims to analyze is Facebook. In 2019, a report was released by Digital In which demonstrated the strength of the platform, which, even after 16 years of its creation, is still the most used social network in the world, with 2.1 billion users. As all this potential for reach, companies use social media a lot as a tool of attraction and communication. According to the survey, 29% of the platform's pages do not use paid publications. The objective of the work is to analyze two specific variables, the engagement that results from the division between page impressions and interactions (like, comment and share) and the reach (organic and paid) of the social network Facebook page of a shopping center in the city of Maceió, Alagoas after changing the algorithm. The resignification of social and market relations brought about by the mass use of these platforms drew the attention of companies, which see their results being increasingly affected when there is some kind of right or wrong position. In this context, it is important to monitor and analyze the data, especially those related to reach and engagement. By extracting data from social media, it is possible to measure the reach and engagement resulting from the actions carried out on these media. This work is a quantitative descriptive study with data collection provided by social media Facebook. The period analyzed was from January to December 2018 and the comparison was made with the same period of the previous year.