O Uso das Redes Sociais na Captação de Clientes: Um Estudo de Caso em uma Microempresa do Ramo Varejista de Construção

Abstract

With the popularization of social media and the increasing time that people spend connected, the use of networks to expand brands and increase the number of customers is becoming increasingly necessary these days. Big and small brands have the possibility of expanding their business, as well as attracting new customers massively and in a short period of time, compared to the models of yesteryear. Digital marketing is a powerful tool that has been used by brands so that as many people as possible are reached with content that is relevant to their tastes and personally influenced. However, creating content for these platforms can be a major challenge for micro and small entrepreneurs, who seek, through the use of social media such as Instagram and Facebook, a way to expand their business and increase their customer base. The present work aimed to identify the form of communication of a micro-enterprise in the the construction retail sector. As a research method, the Case Study was used, which was carefully conducted through an interview with the owner of the enterprise, in order to collect evidence that would help the analysis and understanding of the company's social media. Thus, it was possible to observe as main results the difficulty of the company with the creation of personalized content, the influence of the limitation of the workforce in the frequency of posting in the networks and the benefit brought by the media to make the company independent of a good physical location for increased visibility and customer acquisition.